Yahoo and Comscore Partner to Bring Advanced Brand Protection, Contextual Solutions to CTV Campaigns

Rhea-AI Summary

Yahoo has partnered with Comscore (NASDAQ: SCOR) to enhance brand safety and suitability controls for connected TV (CTV) advertising through the Yahoo DSP. This collaboration introduces Comscore Activation™, which provides pre-bid inventory filters for campaign delivery without compromising reach. As CTV consumption grows, marketers can leverage contextual segments categorized by TV genres for better alignment with their brand values. The partnership aims to bolster advertisers' confidence in their CTV investments while maximizing campaign effectiveness.

Positive

• Partnership with Comscore enhances brand safety and suitability for Yahoo DSP users in CTV advertising.
• Comscore Activation offers advanced pre-bid inventory filters for better campaign impact and brand alignment.
• Contextual segments aid advertisers in achieving greater relevance and reach in identity-less CTV environments.
• Increased consumer engagement in CTV, reflected by a 19% year-over-year rise in viewing hours, presents growth opportunities.

Negative

• None.

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

Contextual segments provide additional relevancy and reach in ID-less CTV app environments

RESTON, Va. & NEW YORK--(BUSINESS WIRE)-- Yahoo today 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. Additionally, contextual segments - leveraging categories like TV genre - support campaign relevancy and reach within identity-less CTV app environments.

“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 Activation is powered by Comscore’s contextual AI engine and intelligent categorization technology, allowing for a better understanding of CTV media and content. Comscore also utilizes the IAB’s genre categories included in their Content Taxonomy 3.0 framework, enabling CTV advertisers using the Yahoo DSP to filter buys based on TV genres.

Through the partnership, Yahoo DSP advertisers can now leverage Comscore Activation to fine-tune their brand protection preferences based on brand suitability tiers. Advertisers can combine a variety of segments with numerous descriptive filters to protect campaigns based on their unique brand needs, and without sacrificing reach.

“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.”

Yahoo’s partnership with Comscore expands on the company’s CTV brand safety and suitability tools available in the Yahoo DSP, including ongoing DSP and SSP quality control initiatives (e.g, ads.txt support and verification, etc.), as well as built-in and third-party fraud/invalid traffic (IVT) protection, inventory mapping, tiering and categorization, support for inventory inclusion and exclusion lists.

About Comscore

Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement.

About Yahoo

Yahoo reaches nearly 900 million people around the world, bringing them closer to finance, sports, shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, we provide a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20220818005081/en/

Media contact:

Christina MacDonald

Christina.MacDonald@yahooinc.com

Source: Yahoo

FAQ

What is the partnership between Yahoo and Comscore about?

Yahoo partnered with Comscore to enhance brand safety and suitability controls for connected TV advertising through the Yahoo DSP.

How does Comscore Activation improve advertising for Yahoo DSP users?

Comscore Activation provides pre-bid inventory filters ensuring brand-safe campaign delivery across connected TV inventory.

What growth is expected in the connected TV market?

The U.S. households spent 19% more hours on streaming content year-over-year, indicating significant growth in the connected TV market.

What advantages do advertisers gain from the Comscore partnership?

Advertisers benefit from improved campaign relevancy and reach, along with enhanced brand protection tools tailored to their needs.