Yahoo Creative launches
June 19, 2024
Yahoo Advertising has unveiled Yahoo Creative, its full-stack data-powered ad creative solution. Yahoo Creative was developed in partnership with Innervate, a specialist in dynamic customer experience orchestration. At launch, brands, like Princess Cruises are actively using Yahoo Creative, which works across the Yahoo DSP and will be interoperable with other advertising technology platforms.
As online ad-targeting adapts to identity changes, the importance of creative to engage audiences and maintain personalisation has increased. However, while programmatic technology has rapidly adapted to overcome hurdles in targeting and identity, the evolution of creative tools has lagged. Yahoo says this gap highlights a key opportunity: by enhancing creative capabilities through technology and data, advertisers can maximise campaign effectiveness and optimise ROI.
Yahoo Creative brings the pace of programmatic technology’s evolution to the creative side, applying sophisticated AI and data principles to real-time creative development. Yahoo Creative future-proofs dynamic creative by activating Yahoo’s Identity Solution, which is powered by opted-in direct consumer relationships, and a first-party dataset of more than 205 million logged-in users in the US from Yahoo media properties and partnerships
“In today’s cookie-less landscape, dynamic, relevant, and engaging creative is critical for campaign success,” said Elizabeth Herbst-Brady, Chief Revenue Officer, Yahoo. “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.”
“Yahoo Creative represents a key advancement in creative within our industry,” added Tony Gemma, Vice President and Head of Yahoo Creative. “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.”
Yahoo Creative is also an omnichannel solution that works across CTV, mobile, display, DOOH, and more, ensuring consistent and impactful creative on all platforms. Additionally, this solution enables Interactive Authoring, supporting advertisers to design more engaging and complex dynamic content that drives engagement and performance.
“Yahoo Creative is a valued partner that enables our brand to scale our creative capabilities further,” said Marie Lee, Vice President of Integrated Marketing and Media Planning at Princess Cruises. “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 to our iconic brand.”
Available globally, Yahoo Creative is connected with the Yahoo DSP but also can be leveraged by advertisers with other DSP or media-buying platforms, highlighting our continued commitment to ecosystem interoperability.