Yahoo & Comscore partner for contextual solutions to CTV campaigns

Advertisers using Yahoo DSP now have access to Comscore Activation for robust brand safety and brand suitability filters

by exchange4media Staff
Published: Aug 23, 2022 1:27 PM | 2 min read

Yahoo has announced a partnership with Comscore (Nasdaq: SCOR) to give Yahoo DSP advertisers additional and enhanced brand safety and suitability controls for connected TV (CTV) campaigns.

“The CTV landscape continues to see tremendous growth, and as spend increases, advertisers want to ensure content suitability and alignment, and protect brand equity,” said Elizabeth Herbst-Brady, Head of Global Revenue & Client Solutions at Yahoo. “Partnering with Comscore adds to our already powerful brand safety and suitability toolkit within the Yahoo DSP, and will help us continue to maximize the quality and effectiveness of advertiser CTV investments. With the addition of Comscore’s contextual technology, Yahoo advertisers are able to leverage a variety of solutions that enable them to maximize reach across inventory environments with or without identity.”

The Yahoo DSP will integrate with Comscore Activation, a robust set of pre-bid inventory filters to help marketers achieve brand-safe, impactful campaign delivery across CTV inventory.

“Comscore’s latest State of Streaming report found a 19% year-over-year increase in hours that U.S. households spent watching streaming content, meaning there is no shortage of opportunity to reach consumers on CTV, but advertisers need to ensure their CTV investments aren’t negatively impacting their brand,” said Lee Blickstein, Vice President, Activation Solutions, Comscore. “To effectively do this, CTV advertisers must have access to granular tools that go beyond the typical binary approach to brand safety, ensuring they have the confidence and security to achieve next-level campaign performance.”

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Published On: Aug 23, 2022 1:27 PM

Tags Comscore Yahoo CTV