Yahoo and DIRECTV open up addressable TV and streaming inventory

Yahoo and DIRECTV announced a partnership for advertisers looking to bridge the linear and CTV divide, making 25 million TV households addressable for advertisers using the Yahoo DSP. The partnership includes DIRECTV Advertising, DISH Media and Fios, adding to Yahoo’s CTV reach of 80 million households in the U.S. DIRECTV Advertising will be available through Yahoo beginning in Q4 2022.

For omnichannel advertisers, the DIRECTV Advertising inventory through Yahoo will add linear and CTV addressability to a number of other digital channels, including digital out-of-home, mobile, desktop, video and digital audio.

Read next: CTV overtakes mobile for global ad impressions

Why we care. The whole point of an omnichannel DSP is to be able to access data sets and viewers at the right time, regardless of channel. TV watchers who use mobile might only subscribe to linear TV services, or they could be cord cutters that stream on CTV. Or they could be “cord shavers” who use both. Marketers can’t know or coordinate campaigns across channels efficiently unless they have combined data and addressability on linear and CTV. As the complicated TV landscape evolves, DSPs like Yahoo are meeting the demand to converge these different TV environments.

About The Author

Chris Wood

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.