Yahoo Advertising has launched Yahoo Creative, its first full-stack data-driven ad creative solution. Yahoo Creative was created in collaboration with Innervate, a pioneer in dynamic customer experience orchestration, to enable the top brands in the world to fully utilize the unmatched potential of creative for their marketing initiatives. Upon launch, Yahoo Creative is being actively used by brands such as Princess Cruises. It is compatible with other ad technology platforms and works across the Yahoo DSP.
The need for creative has grown as online ad-targeting adjusts to identity shifts in order to engage audiences and preserve personalization. But while programmatic technology has quickly evolved to surmount obstacles related to targeting and identity, the development of creative tools has not kept up. This disparity draws attention to a significant opportunity: advertisers can maximize campaign efficacy and optimize return on investment by leveraging technology and data to enhance creative capabilities.
Yahoo Creative applies advanced AI and data principles to real-time creative development, accelerating the creative side of programmatic technology’s evolution. By enabling Yahoo’s Identity Solution, which is supported by unmatched, opted-in direct consumer relationships and a first-party dataset of more than 205M logged-in users in the US from Yahoo media properties and partnerships, Yahoo Creative future-proofs dynamic creative.
Yahoo Creative combines cutting-edge technology and data with the know-how of elite talent to elevate innovation. This group has a proven track record of producing work at a large scale; in 2023 alone, they produced nearly 10,000 creative pieces. By bringing together the expertise of our best-in-class full-service creative team with advanced creative technology and data capabilities, Yahoo Creative offers an innovative solution to maximize scalability for advertisers.
Additionally, Yahoo Creative is an omnichannel solution that ensures impactful and consistent creative across all platforms, including CTV, mobile, display, DOOH, and more. Furthermore, by enabling Interactive Authoring, this solution helps advertisers create dynamic content that is more complex and engaging, resulting in higher levels of engagement and performance.
Yahoo Creative is available globally and is integrated with the Yahoo DSP, but advertisers using other DSPs or media-buying platforms can also use it, demonstrating Yahoo’s ongoing dedication to ecosystem interoperability.
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Elizabeth Herbst-Brady, Chief Revenue Officer, Yahoo said,
“In today’s cookie-less landscape, dynamic, relevant, and engaging creative is critical for campaign success. Yahoo Creative represents a major technological advancement, combining AI, data, and human expertise to usher in a new era of creative for advertisers. It empowers brands to achieve greater personalization and engagement, driving superior campaign results.”
Tony Gemma, Vice President and Head of Yahoo Creative said,
“Yahoo Creative represents a key advancement in creative within our industry. By bringing together Innervate’s cutting-edge technology, and integrating our robust data and creative services, Yahoo Creative is transforming the potential for creativity, and delivering superior results for advertisers.”
Marie Lee, Vice President of Integrated Marketing and Media Planning at Princess Cruises stated,
“Yahoo Creative is a valued partner that enables our brand to scale our creative capabilities further. The combination of Yahoo’s advanced technology and targeting with Yahoo Creative is a powerful tool as we continue to harness the power of digital marketing to drive demand to our iconic brand.”
Jack Politis, VP, Programmatic, Assembly, commented,
“The development of Yahoo Creative is an exciting continuation of their efforts to give creative the attention it deserves in programmatic advertising. Integrating dynamic and full-stack capabilities into their DSP, while still making it available elsewhere and future proofing it by tying its decision-making to its robust first-party dataset, makes it a very attractive prospect.”
Mitchell Weisman, CEO of Innervate added,
“We’re thrilled Yahoo selected Innervate as its technology partner for Yahoo Creative after such a comprehensive evaluation. With Yahoo’s advanced data and Innervate’s AI-powered CX orchestration platform, Yahoo Creative is going to be a huge win for global advertisers, who can now deliver world class personalized ad experiences at scale across ever-more advertising channels & formats.”
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