Yahoo adds AI to its DSP to improve data visualization
By Felicia Nwosu
Yahoo, the multinational technology company, has announced that, in order to improve forecasting, optimization, predictive audiences, and data visualization, it has introduced Artificial intelligence (AI) into its demand-side platform (DSP) to leverage the tool’s multiple roles.
Identified as Blueprint, Yahoo assured users that it has the efficacy of revealing potential customers that match the predicted value of a brand’s existing customers using first-party data.
Yahoo noted that the newly introduced Blueprint was launched with Fortune 500 brand partners and agencies, including Keurig Dr Pepper, Novus Media, and Red Moon Marketing, among many others.
The global social platform further said the application of the tool empowers advertisers in projecting incremental reach of connected television (CTV) against linear audiences, through Omniscope, Yahoo’s algorithmic forecasting tool.
Functioning as a core algorithmic forecasting tool in Yahoo Blueprint, Omniscope’s special role is also unique as it enables advertisers to plan and compare projected reach and performance across various targeting parameters, channels, formats, and exchanges. It allows for mid-campaign optimization or planning, and it assesses how changes in targeting parameters can impact scale, predicted spend, and winnable impressions.
Blueprint can surface algorithmic recommendations for multiple campaigns within the dashboard. It relies on first-party behavioral data pulled from Yahoo’s owned-and-operated sites, about 335 million logged in users, as well as purchase and location data collected from logged-in users with Yahoo email addresses.
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