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Yahoo DSP

Score6.4 out of 10

37 Reviews and Ratings

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What is Yahoo DSP?

Yahoo DSP (formerly the Verizon Media DSP, and formerly Oath) combines the former services and technologies of the companies it comprises including the former Brightroll, One by AOL, Right Media Exchange, and ADTECH, as well as Yahoo!'s own ad tech. The solution currently includes Yahoo's premium content access, Yahoo's identity services and cookieless advertising, and internal machine learning based analytics tools.

Categories & Use Cases

Reviews

What users are saying about Yahoo DSP.
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Happy with platform, but expectant for improvements

Incentivized
Samantha Huskey
Digital Communications Professional in Marketing at Proclaim Interactive (11-50 employees employees)

Use Cases and Deployment Scope

We use this for the pay-per-click service we offer to our clients. Most of them utilize this platform in order to purchase ads on spaces run by Yahoo. It allows them to have a better presence on their new potential clients who use their phones and live on mobile versus desktop.

Pros

  • Customer support
  • Easy to learn
  • Based on data

Cons

  • Not the best interface for users
  • Needs an update
  • Sometimes runs slow

Return on Investment

  • Editability can reach target audiences more effectively
  • New places where our clients companies can be found
  • Access to more potential customers on Yahoo

Alternatives Considered

Google Ad Manager and Google AdMob

Verizon can still improve more and offer us better performance.

Incentivized
Christian Gesú De Andrade TrilloView profile
Analista de mídia in Social Media at Adsplay (51-200 employees employees)

Use Cases and Deployment Scope

At the trading desk I work at, we use the Verizon tool to create programmatic media ads. We create campaigns for all of Brazil and some countries in Latin America and North America. We approach large companies from all sectors of the market, they send all the necessary material (creative, segmentation, user interests, copy) and from there, the responsible team accesses the tool to implement advertising campaigns.

Pros

  • Lots of targeting options for campaigns.
  • Intuitive tool.
  • Leaves a lot of freedom for the analyst to develop campaigns.

Cons

  • Higher inventories for audience targeting
  • Greater effectiveness in the delivery of ads, as delivery takes place in many disqualified domains
  • More dynamism to achieve better performance in campaigns

Return on Investment

  • We had more customer adhesion through the results obtained by the campaigns we ran in the tool
  • We increased the number of campaign renewals by 65%
  • We decrease customer churn because the tool offers unique segmentation options

Alternatives Considered

Google Analytics, Facebook Business Manager (formerly Pages Manager), LinkedIn Marketing Solutions and Google Ads (formerly AdWords)

Whatever name you prefer, One by AOL is worth testing!

Incentivized
Nicholas J. SalvatoreView profile
Supervisor, Programmatic Media in Marketing at PlatformGSK (Publicis) (201-500 employees employees)

Pros

  • Predictive Modeling - always performs well for Conversion & CPA based campaigns; out-performed other DSPs with similar tools.
  • Email Receipt Retargeting - no other DSP offers the ability to do this, so it is 100% proprietary, as far as I know.

Cons

  • Pixels & Rules - compared to other DSPs, the setup is a platform for creating pixels, and rules are less intuitive or clear to follow.

Return on Investment

  • Produced strong CPA performance and generated large volumes of site conversions when using the Predictive Modeling tool.

Alternatives Considered

The Trade Desk and Google Marketing Platform (formerly DoubleClick)

An excellent alternative to Google Ads

Incentivized
Verified User
Administrator in Marketing (1001-5000 employees employees)

Use Cases and Deployment Scope

New client acquisition is only one of several business issues that I'm working on. New clients have come to me at a very low-cost thanks to Yahoo Search, and that's been a huge help. Prospecting can also benefit from predictive audience features. The procedure of retargeting is also basic. Yahoo Gemini allows our company to display advertisements on Yahoo search results, which is essential for gaining new customers and is good for business.

Pros

  • For any other marketing initiatives, Yahoo! is an excellent supplement.
  • Since many individuals see our ads, the return on investment (ROI) is rather good for us.
  • It's a simple system to utilize in terms of inventory management, branding, and other aspects of customer support.

Cons

  • A more user-friendly interface is needed because the current one is difficult to use.
  • In comparison to Google Ads, Search Ads see substantially less traffic.
  • I found the system to be substantially sluggish than any other platform I had ever utilized.

Return on Investment

  • We now have more places where our company can be found.
  • DSP helps us to contact our target audience more effectively.
  • Search, native, and video ads are all part of their advertising mix.

Quick & Simple

Incentivized
Kristin RobertsView profile
Decision Sciences, Manager in Marketing at UM Worldwide (201-500 employees employees)

Pros

  • Targeting is positive.
  • Easy to work with from a planning perspective.
  • Has shown positive performance.

Cons

  • Viewability is not always the best.
  • Can not always stack up against premium partners.

Return on Investment

  • This hasn't been proved well enough.

Alternatives Considered

The Trade Desk