Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Customer & Digital Experience » Yahoo and DIRECTV open up addressable TV and streaming inventory

Yahoo and DIRECTV open up addressable TV and streaming inventory

The partnership will provide access to 25 million addressable TV households through combined DIRECTV, DISH Media and Fios plugged into the Yahoo DSP.

Chris Wood on June 21, 2022 at 4:34 pm

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.


Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.



New on MarTech

    TikTok is setting the ground rules for social media
    How to decide if you’re ready for a customer journey orchestration solution
    The latest jobs in martech
    How is marketing operations evolving?
    Research: Latest digital marketing trends to better connect with customers

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.

Related Topics

Connected TV and OTTCustomer & Digital ExperienceProgrammatic Advertising

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Google Performance Max: Strategies for building optimal campaigns

Four Elements of a Powerful, Data-Driven Martech Stack

Paid Search Tactics You Need to Maximize ROI in a Tight Economy

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

5 Best Practices for Bringing Together All Your Marketing Data

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.