Yahoo DSP
Yahoo DSP is a demand-side platform that enables marketers to transform diverse data sets into measurable advertising results.
Last updated Oct 5, 2026 by the ATDb Editorial Team · Connections updated Oct 12, 2026
AI-drafted from public sources15 sources cited
At a glance
- Employees
- 1001-5000
- Funding
- private equity owned
- Revenue
- $500M–$2B (estimated, as part of Yahoo Inc.)
- Stock
- NASDAQ:YHOO
About
Established mid-to-upper tier DSP with differentiated first-party data assets and owned-and-operated inventory, competing against The Trade Desk, DV360, and Amazon DSP
Yahoo DSP is a demand-side platform that enables marketers to transform diverse data sets into measurable advertising results. Identity is treated as a core performance layer throughout the campaign lifecycle, anchored by Yahoo ConnectID, which is built on an Identity Graph reaching 213 million logged-in users in the U.S. and 345 million globally. The platform allows advertisers to activate data from leading commerce and retail media networks, and provides access to 100% non-walled-garden CTV inventory, enabling identity-based activation across the open web. Yahoo DSP has also launched an Agent Network connecting advertisers with AI-powered tools from 23 ad tech partners across audience targeting, campaign activation, creative, and measurement workflows. On the supply side, the platform addresses advertiser concerns about inventory quality and transparency through direct publisher relationships, curated supply paths, and transparent buying models. Source 1: yahooinc.com — DSP Advertising | Demand Side Platform Source 2: experian.com — Ask the Expert: Yahoo DSP | Experian Marketing Source 3: digiday.com — Yahoo DSP is launching an 'agent network'
Business model
Usage-based / Managed Service
Target market
Enterprise
What they offer
Yahoo DSP Core Platform
Self-serve and managed programmatic buying platform for display, video, native, CTV, and DOOH inventory across open web and premium publishers
Yahoo ConnectID
Privacy-forward, first-party identity solution built on Yahoo's logged-in user base to enable cookieless audience targeting and measurement
Yahoo Audiences
Proprietary audience segments derived from Yahoo's O&O properties including Mail, Finance, Sports, and News for precise targeting
Omnichannel Campaign Management
Unified dashboard for planning, activating, and optimizing campaigns across all channels and screens
Advanced TV & CTV Buying
Programmatic access to connected TV and streaming inventory with cross-screen frequency management and measurement
AI-Powered Optimization
Machine learning bidding and optimization tools that automatically adjust campaign parameters to meet advertiser KPIs
Cross-Screen Measurement
Attribution and measurement solutions that track campaign performance across devices, channels, and environments
Brand Safety & Transparency Tools
Integrations with IAS, DoubleVerify, and MOAT for viewability, fraud detection, and brand safety controls
Key features
Use cases
Customer segments
Tech & specs
Technology stack
Security & compliance
Deployment
API
Yes
- 2000 · Founded