Yahoo Advertising
Yahoo Advertising combines premium owned-and-operated inventory with a full-stack programmatic platform and proprietary first-party identity data, enabling advertisers to reach engaged audiences at scale in a privacy-forward environment.
Last updated Jul 13, 2026 by ATDb automated enrichment
At a glance
- Employees
- 5001-10000
- Revenue
- $1B–$3B
About
Major full-stack ad tech platform and premium publisher with a scaled DSP, SSP, and first-party identity solution, competing in the top tier of open web programmatic advertising.
Yahoo Advertising is the monetization and demand-side advertising arm of Yahoo, one of the internet's most enduring media brands. The platform enables advertisers to reach audiences across Yahoo's owned-and-operated properties — including Yahoo News, Yahoo Finance, Yahoo Sports, and Yahoo Mail — as well as through its broader partner network. Yahoo Advertising offers solutions spanning display, native, video, connected TV (CTV), and search advertising, supported by first-party data from its massive logged-in user base. Following Apollo Global Management's acquisition of Yahoo from Verizon in 2021, Yahoo has operated as an independent company with renewed investment in its advertising technology stack. Yahoo DSP (formerly Verizon Media DSP / Oath Ad Platforms) provides programmatic buying capabilities, while Yahoo ConnectID serves as its privacy-forward identity solution built on first-party data. The platform also includes supply-side capabilities through Yahoo SSP, making it a rare full-stack player in the open web ecosystem. In the AdTech landscape, Yahoo Advertising occupies a unique position as both a major publisher and an independent ad tech platform. Its combination of premium owned inventory, a scaled DSP, and proprietary identity solutions differentiates it from pure-play DSPs or SSPs. Yahoo competes with Google, The Trade Desk, and other large-scale programmatic platforms, leveraging its first-party data moat and brand-safe premium inventory as core differentiators in a post-cookie world.
Business model
Marketplace
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Enterprise
What they offer
Yahoo DSP
Demand-side platform enabling programmatic buying across display, video, native, and CTV inventory with advanced audience targeting and measurement.
Yahoo SSP
Supply-side platform allowing publishers to monetize their inventory programmatically across multiple demand sources.
Yahoo ConnectID
Privacy-forward identity solution built on Yahoo's first-party data from logged-in users, designed to work in a cookieless environment.
Yahoo Native
Native advertising solution delivering in-feed ads across Yahoo's owned properties and partner network in contextually relevant formats.
Yahoo Search Advertising
Sponsored search and keyword advertising across Yahoo Search and syndicated search partner networks.
Yahoo Mail Advertising
Targeted advertising within Yahoo Mail, leveraging intent and behavioral signals from one of the largest email platforms.
Yahoo Creative Studios
In-house creative services offering custom ad formats, branded content, and high-impact creative executions for advertisers.
Yahoo Measurement
Attribution and analytics tools providing campaign performance insights, brand lift studies, and cross-channel measurement.
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Tech & specs
Technology stack
Security & compliance
Deployment
API
Yes
- 1995 · Founded