Yahoo recently partnered with DAX, a digital advertising exchange. Discover what this partnership means to advertisers.

Yahoo has announced its partnership with DAX, a digital advertising exchange owned by Global. With this integration, it is now possible for advertising partners to purchase DAX’s premium digital out-of-home (pDOOH) inventory programmatically using Yahoo’s omnichannel demand-side platform (DSP), along with the audio.

Partnership To Give Access to Over 2,400 Premium Digital Screens

The integration between Yahoo and DAX means that customers of Yahoo DSP can buy DAX’s inventory of more than 2,400 premium digital screens across the U.K. to run their campaigns. These digital screens include ultra-HD formats of screens on the train services for London’s Elizabeth Line, which are expected to provide advertisers with better reach to premium commuters.

The integration is also expected to help brands deliver contextual and measurable campaigns to target audiences. Further, the integration is expected to offer dynamic ad-serving capabilities, audience insights, real-time rendering, and more.

Talking about the integration, Josh Partridge, head of EMEA, Yahoo, said
Opens a new window: “Our new integration with DAX opens up even more opportunities for our Yahoo DSP customers to reach audiences in effective, measurable ways. Global’s premium digital screens add flexibility and reach to any multi-channel digital ad campaign, and through our platform, advertisers can connect to people when they’re out and about as well as on their mobiles, desktops, T.Vs, headphones and more. It also means that the Yahoo DSP now reaches over 90% of the U.K.’s programmatic Digital Out-of-Home screens.”

“Our digital outdoor screens are situated in prime locations across the U.K., so they offer significant exposure and reach. With Yahoo’s impressive client network, we’re looking forward to seeing ad campaigns brought to life and used in clever ways to make the most of our programmatic and data capabilities,” said Mark Halliday, global director, DAX.

He further said, “Yahoo is known for enabling innovation in advertising and programmatic outdoor offers endless opportunities for brands to flex their creativity. Together, we can overlay multiple data sets — from weather and location, to live sport scores and pollen count, social media interactions and much more — which will enable advertisers to standout with their campaigns and build relevance with passers-by.”

Last month, Yahoo entered a 30-year agreement
Opens a new window with Taboola, where the latter will power native advertising across Yahoo’s digital properties, and it will be available to buy through Yahoo DSP.