Yahoo Advertising has introduced ‘Yahoo Creative’, a comprehensive data-driven ad creative solution developed with Innervate. This initiative aims to harness creativity for brands and agencies globally.
Programmatic technology has rapidly advanced in addressing targeting and identity issues, but creative tools have not kept pace. Recognizing this gap, Yahoo has leveraged technology and data to enhance creative functionality, helping advertisers to improve campaign performance and ROI.
‘Yahoo Creative’ uses AI and data to accelerate programmatic technology, enhancing real-time creative development. It also utilizes Yahoo’s Identity Solution, which is built on direct consumer interactions and a robust first-party data set that includes over 50 million logged-in users across Australia and Southeast Asia.
The service promotes innovation by integrating cutting-edge technology and data with skilled talent. In 2023, this collaboration led to the creation of nearly 10,000 creative assets, providing scalable, impactful advertising solutions.
An omni-channel platform, ‘Yahoo Creative’ supports CTV, mobile, display, DOOH, and other mediums. It features interactive authoring tools that allow for the creation of dynamic, engaging content to boost performance and interaction.
Elizabeth Herbst-Brady, chief revenue officer at Yahoo, stated, “In today’s cookie-less landscape, dynamic, relevant, and engaging creative is critical for campaign success. Yahoo Creative represents a major technological advancement, combining AI, data, and human expertise to usher in a new era of creative for advertisers. It empowers brands to achieve greater personalisation and engagement, driving superior campaign results.”
Tony Gemma, vice president and head of Yahoo Creative, also remarked, “Yahoo Creative represents a key advancement in creative within our industry. By bringing together Innervate’s cutting-edge technology and integrating our robust data and creative services, Yahoo Creative is transforming the potential for creativity and delivering superior results for advertisers.”
During its U.S. launch, brands like Princess Cruises and agencies such as Assembly have started utilizing Yahoo Creative, which also integrates with the Yahoo DSP and other advertising technology platforms.
Jack Politis, VP for Programmatic at Assembly, commented, “The development of Yahoo Creative is an exciting continuation of their efforts to give creative the attention it deserves in programmatic advertising. Integrating dynamic and full-stack capabilities into their DSP, while still making it available elsewhere and future-proofing it by tying its decision-making to its robust first-party dataset, makes it a very attractive prospect.”
Marie Lee, vice president of integrated marketing and media planning at Princess Cruises, added, “Yahoo Creative is a valued partner that enables our brand to scale our creative capabilities further. The combination of Yahoo’s advanced technology and targeting with Yahoo Creative is a powerful tool as we continue to harness the power of digital marketing to drive demand for our iconic brand.”
Yahoo Creative is now available globally, connecting with the Yahoo DSP and accessible to advertisers on various DSPs or media-buying platforms, highlighting its commitment to ecosystem interoperability.
