Yahoo Demand-Side Platform (DSP) Expands Commerce Media Reach with Strategic Partnerships
In a significant move to enhance its presence in the rapidly evolving commerce media landscape, Yahoo Demand-Side Platform (DSP) has announced two strategic partnerships that promise to broaden its audience reach and improve advertising outcomes. The company has also appointed retail media veteran Mike Merna as Senior Director, Commerce Media Specialist Lead, signaling its commitment to strengthening its capabilities in this domain.
New Partnerships: Expanding Audience Access
Yahoo DSP’s recent collaborations with PF Media Network, the media arm of Planet Fitness, and Rippl, the data and media network of Bridg, are set to unlock new audience segments for advertisers. PF Media Network boasts a robust membership base of over 19.7 million Planet Fitness members, providing advertisers with access to a highly engaged audience. Meanwhile, Rippl offers more than 2,800 pre-built audience data sets derived from 70 million deterministic purchasers across various grocery and convenience stores, including well-known names like Schnuck Markets, Wegmans, and Giant Eagle.
Justin Unger, Senior Director of Partnerships and Ecommerce at Planet Fitness, expressed enthusiasm about the collaboration, stating, “Our partnership with the Yahoo DSP connects advertisers with our vast and engaged member base. This collaboration enhances the value of the PF Media Network, offering precise targeting capabilities and driving better outcomes for our advertisers and members alike.” This sentiment underscores the mutual benefits that these partnerships bring to both Yahoo and its advertising clients.
A Shift Towards Commerce Media
Yahoo’s strategic partnerships reflect a broader ambition to expand beyond traditional retail media into the larger realm of commerce media. The company defines commerce media as encompassing “any brand that has access to scalable first-party data.” This shift is indicative of the growing importance of data-driven advertising strategies in today’s digital landscape. In addition to Planet Fitness, other notable players in the commerce media space include United Airlines, Chase Bank, and Uber, all of which leverage first-party data to enhance targeting and engagement.
The Yahoo DSP is not neglecting traditional retail partnerships either. The platform recently announced a collaboration with Kroger, further solidifying its role in facilitating commerce media operations for a diverse range of retail brands, including Lowe’s and Best Buy. This dual approach allows Yahoo to cater to both traditional retailers and innovative commerce media players, ensuring a comprehensive offering for advertisers.
Leadership in Commerce Media
Mike Brunick, SVP and Head of Commerce Media at Yahoo, emphasized the significance of these partnerships, stating, “Our partnerships with Planet Fitness and Rippl highlight our leadership in the growing commerce media category. We’re thrilled to unlock these diverse, in-demand audience segments for our advertisers through the Yahoo DSP, providing the necessary data, technology, and inventory to achieve outstanding performance goals.” This statement reflects Yahoo’s ambition to position itself as a leader in the commerce media space, leveraging its technological capabilities to deliver exceptional results for advertisers.
Welcoming Expertise: Mike Merna Joins Yahoo
To further bolster its commerce media strategy, Yahoo has appointed Mike Merna as Senior Director, Commerce Media Specialist Lead. Merna brings a wealth of experience from his previous roles at The Mars Agency, where he led teams in developing commerce media strategies for prominent brands such as 7-Eleven, Rite Aid, and Dollar General. His expertise will be instrumental in driving Yahoo’s commerce media initiatives forward, as he reports directly to Brunick.
Conclusion: A Promising Future for Yahoo DSP
Yahoo DSP’s recent strategic partnerships and the addition of Mike Merna to its leadership team mark a pivotal moment in the company’s journey within the commerce media landscape. By aligning with influential players like Planet Fitness and Rippl, Yahoo is poised to offer advertisers enhanced targeting capabilities and access to diverse audience segments. As the demand for data-driven advertising continues to grow, Yahoo’s commitment to expanding its commerce media offerings positions it well for future success in this dynamic and competitive market. With a clear vision and strong leadership, Yahoo DSP is set to redefine the advertising landscape, creating valuable opportunities for brands and advertisers alike.
