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DirecTV Is Developing Addressable AD Inventory In US

By HEMAJA BURUD

NEWS

Yahoo gives omnichannel programmatic buyers access to 25 million houses.

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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.

technozive.com

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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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