Yahoo DSP announced a series of new milestones in its commerce media division through strategic partnerships with Planet Fitness and Rippl, Powered by Bridg. Each partnership expands commerce media capabilities through the Yahoo DSP, enabling more advertisers to reach in-demand addressable audiences with even greater precision and performance across the open internet.

• Planet Fitness – Through a partnership with the PF Media Network, the media arm of Planet Fitness, one of the largest and fastest-growing franchisors and operators of fitness centers with more members than any other fitness brand, Yahoo DSP advertisers can now directly target more than 19.7M active gym-goers. 
• Rippl, Powered by Bridg – Yahoo has also partnered with Bridg’s data and media network, Rippl, to offer advertisers access to over 2,800 pre-built and custom audience data sets, including 70M+ deterministic purchasers across regional grocery and convenience stores. Rippl’s current network includes leaders like Schnuck Markets, Inc., 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. 

Justin Unger, Sr. Director, Partnerships & E-Commerce at Planet Fitness said,

“Our partnership with the Yahoo DSP connects advertisers with our vast and engaged member base,”

Further added,

“This collaboration enhances the value of the PF Media Network, offering precise targeting capabilities and driving better outcomes for our advertisers and members alike.”

Amit Gupta, Chief Executive Officer of Cardlytics and General Manager of Bridg said,

“Yahoo brings our audience data to a new level of accessibility for advertisers, emphasizing privacy and precision,” 

Further added,

“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 known as commerce media. This strategy encompasses any brand that has access to scalable first-party data. Using our advanced technology, commerce companies can utilize the Yahoo DSP to build and manage their on-site and off-site media operations. These companies benefit from our expertise in data, identity, and measurement to enhance real-time sales analysis and access a broad range of premium omnichannel inventory. 

Read more: Nike And The LEGO Group Unite To Elevate The Power Of Sport And Creative Play

Mike Brunick, SVP and Head of Commerce Media at Yahoo said,

“Our partnerships with Planet Fitness and Rippl highlight our leadership in the growing commerce media category,” 

Further added,

“We’re thrilled to unlock these diverse, in-demand audience segments for our advertisers through the Yahoo DSP, providing the necessary data, technology, and inventory to achieve outstanding performance goals.”

Yahoo DSP continues to expand its commerce media business. Recently, we announced a collaboration with Kroger, allowing advertisers to leverage Kroger’s purchase data, enhanced by our Identity graph and ConnectID for campaign activation. Yahoo DSP also facilitates commerce media operations for major retailers and brands 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 (CTV).

In line with this growth, we are also announcing the hiring of Mike Merna as Senior Director, Commerce Media Specialist Lead. Merna brings a rich background in commerce media sales, having previously led teams at The Mars Agency and spearheaded the development of commerce media strategies for brands like 7-Eleven, Rite Aid, and Dollar General. Reporting to Mike Brunick, Senior Vice President of Commerce Media, Merna’s deep expertise will enhance our ability to innovate and expand our commerce media offerings.

Brunick said,

“Mike’s proven track record in retail and commerce media makes him a critical asset to our team,” 

Further added,

“His leadership enables us to further enhance our commerce media capabilities and forge ahead with innovative solutions for our partners and clients.”

Read more: Art-E Mediatech Secures Marketing Mandate for Firefox Cycles