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Joanna Burton

Operator

Joanna Burton is a senior advertising technology executive known for leading Yahoo's demand-side platform business and shaping its buy-side advertising strategy. As VP & GM of Buy-Side Advertising at Yahoo, she oversees the company's DSP product direction and go-to-market approach, helping advertisers and agencies navigate programmatic buying across Yahoo's owned-and-operated properties and partner inventory. Her leadership has been central to repositioning Yahoo's DSP competitively in the post-Verizon Media era. Burton has built her career at the intersection of programmatic technology, advertiser strategy, and product development. She brings deep expertise in demand-side platforms, audience targeting, and the operational complexities that brands and agencies face in modern programmatic ecosystems. Her focus on balancing advertiser performance with privacy-compliant solutions has made her a recognized voice as the industry transitions away from third-party cookies toward identity alternatives and contextual approaches. Throughout her career in digital advertising, Burton has worked to bridge the gap between technical AdTech capabilities and practical advertiser outcomes. Her work at Yahoo reflects a broader industry mandate to deliver measurable, privacy-safe advertising solutions at scale, and she is regarded as a knowledgeable operator within the buy-side segment of the programmatic landscape.

Last updated May 30, 2026 by the ATDb Editorial Team

Role
VP & GM, Buy-Side Advertising
Company
Yahoo
Based
New York, New York, United States
Connections
1
Years in industry
15 years

Bio

Joanna Burton is a senior advertising technology executive known for leading Yahoo's demand-side platform business and shaping its buy-side advertising strategy. As VP & GM of Buy-Side Advertising at Yahoo, she oversees the company's DSP product direction and go-to-market approach, helping advertisers and agencies navigate programmatic buying across Yahoo's owned-and-operated properties and partner inventory. Her leadership has been central to repositioning Yahoo's DSP competitively in the post-Verizon Media era. Burton has built her career at the intersection of programmatic technology, advertiser strategy, and product development. She brings deep expertise in demand-side platforms, audience targeting, and the operational complexities that brands and agencies face in modern programmatic ecosystems. Her focus on balancing advertiser performance with privacy-compliant solutions has made her a recognized voice as the industry transitions away from third-party cookies toward identity alternatives and contextual approaches. Throughout her career in digital advertising, Burton has worked to bridge the gap between technical AdTech capabilities and practical advertiser outcomes. Her work at Yahoo reflects a broader industry mandate to deliver measurable, privacy-safe advertising solutions at scale, and she is regarded as a knowledgeable operator within the buy-side segment of the programmatic landscape.

Expertise & education

Expertise

Demand-Side Platforms (DSP)Programmatic AdvertisingBuy-Side Advertising StrategyPrivacy-First AdvertisingAudience TargetingIdentity ResolutionAdvertiser SolutionsDigital Media

Speaking topics

Programmatic advertising strategyPrivacy-first advertising and identity alternativesBuy-side platform innovationAdvertiser performance in a cookieless future

Recognition

Notable achievements

  • Led Yahoo's DSP business through the post-Verizon Media transition, helping reestablish it as a competitive programmatic platform
  • Oversaw buy-side advertising strategy integrating privacy-first approaches as the industry moves beyond third-party cookies
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