Yahoo is expanding its demand-side platform with new AI-powered tools aimed at mid-market, performance-focused advertisers, introducing automated media activation and management features to improve accessibility and ease of use, AdWeek’s Kendra Barnett reports. The move broadens Yahoo DSP’s traditional enterprise focus by positioning the platform to attract e-commerce and direct-to-consumer advertisers, and targets the mid-market advertisers that DSPs like DV360 and The Trade Desk (TTD) have long dominated.
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