DirecTV Is Developing Addressable AD Inventory In US

Floral Separator By HEMAJA BURUD NEWS Yahoo gives omnichannel programmatic buyers access to 25 million houses.

DirecTV announced an arrangement with Yahoo to provide Yahoo the only omnichannel demand-side platform for programmatic purchasers wishing to buy its omnichannel targeted advertising inventory.

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The agreement is intended to make it easier for buyers to maximise reach and efficiency while also assisting DirecTV in monetizing its inventory by providing access to demand Yahoo exchange.

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DirecTV joins Dish Network and Verizon in delivering addressable TV via an omnichannel programmatic platform.

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Yahoo is strengthening its position with DirecTV by providing live targeted TV inventory programmatically to 25 million households.

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Verizon sold Yahoo to Apollo Global Management earlier this year. AT&T spun out DirecTV last year.

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AT&T's Xandr business handled a large portion of DirecTV's advanced advertising. AT&T sold Xandr to Microsoft earlier this month.

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Advertisers must be able to communicate with customers across channels without sacrificing key measurement as conventional and digital media converge.

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This collaboration with DirecTV Advertising builds on the momentum of our previous addressable TV collaborations, providing advertisers with increased reach, transparency, and control.

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