Yahoo DSP Adds Two Commerce Media Partners
Yahoo demand-side platform (DSP) unveiled a series of milestones in its commerce media division through strategic partnerships with Planet Fitness and Rippl, a data and media network powered by Cardlytics’ data and audience platform Bridg.
Each partnership expands commerce media capabilities through the Yahoo DSP, enabling more advertisers to reach in-demand addressable audiences with greater precision and performance across the open internet, according to a media release.
- Planet Fitness. Through a partnership with the PF Media Network, the media arm of fitness center franchiser and operator, Yahoo DSP can now directly target more than 19.7M active gym-goers.
- Rippl, Powered by Bridg. Yahoo’s partnership with Rippl offers advertisers access to more than 2,800 pre-built and custom audience data sets, including 70 million-some deterministic purchasers across regional grocery and convenience stores. Rippl’s current network includes the likes of Schnuck Markets, Wegmans, Giant Eagle and National Retail Solutions. The partnership is designed to support more privacy centered advertising, especially as more users opt out of traditional targeting methods.
“Our partnership with the Yahoo DSP connects advertisers with our vast and engaged member base,” Justin Unger, senior director, partnerships and e-commerce at Planet Fitness, said in the release. “This collaboration enhances the value of the PF Media Network, offering precise targeting capabilities and driving better outcomes for our advertisers and members alike.”
“Yahoo brings our audience data to a new level of accessibility for advertisers, emphasizing privacy and precision,” added Amit Gupta, CEO of Cardlytics and general manager of Bridg. “Together, we’re enabling brands to leverage powerful first-party, verified shopper data to reach their ideal audiences more effectively.”
The Yahoo DSP strategy goes beyond traditional retail media, embracing a broader approach: commerce media. This strategy encompasses any brand that has access to scalable first-party data. Using its advanced technology, commerce companies can utilize the Yahoo DSP to build and manage their on-site and off-site media operations.
“Our partnerships with Planet Fitness and Rippl highlight our leadership in the growing commerce media category,” added Mike Brunick, senior vice president and head of commerce media at Yahoo.
Yahoo DSP continues to expand its commerce media business, recently announcing a collaboration with Kroger Precision Marketing, allowing advertisers to leverage first-party purchase-based audience data available directly in the Yahoo DSP. Yahoo DSP also facilitates commerce media operations for retailers such as Lowe's and Best Buy and supports both on-site and off-site media buying and measurement across various channels and formats, including connected TV.
Additionally, Mood Media’s Vibenomics partnered with Yahoo DSP earlier this month to expand its programmatic retail media offerings in-store. The collaboration enables advertisers to use Yahoo's DSP to programmatically purchase and manage in-store audio ad inventory across Vibenomics' retail network, which includes more than 25,000 locations across five key verticals: grocery, drug, sporting goods, home improvement and convenience.
In line with this growth, Yahoo hired Mike Merna as senior director, commerce media specialist lead. Merna previously led teams at Mars United (then known as The Mars Agency) and spearheaded the development of commerce media strategies for 7-Eleven, Rite Aid and Dollar General, to name a few. Merna will report to Mike Brunick, senior vice president of commerce media.