Yahoo has extended its partnership with a privacy-let data intelligence provider Near to the APAC region for accurate campaign measurement and attribution, as well as an offline-online view of audiences.
How Is This Alliance Beneficial?
The expansion comes off the back of Yahoo’s partnership with Near in Australia and New Zealand which launched in 2020. It delivered strong results for Yahoo in the region. Yahoo will incorporate Near’s privacy-by-design data set of people’s real-world behavior and artificial intelligence capabilities into its DSP, strengthening Yahoo ConnectID and Next-Gen Solution identity services.
The capabilities of Near’s unique location intelligence data are combined with Yahoo’s omnichannel demand-side platform (DSP) and a suite of identification solutions for cookieless advertising in this partnership. The following are some of the advantages of this partnership:
- Yahoo’s APAC relationship with Near will deliver a unified perspective to advertisers, bridging the gap between online and offline targeting, attribution, and measurement.
- Brands can now track all digital marketing delivered through Yahoo’s ad platforms, regardless of channel or creativity, with online engagement or in-store traffic within the same campaign.
- When connecting the dots in omnichannel audience activation and campaigns, this benefit will be crucial for advertisers to find incremental audiences and create the right channel mix.
Forty advertisers have adopted the integration into their campaigns. One such example is BIG W’s ‘Toy Mania’ Artificial Reality (AR) omnichannel campaign captured a 48% uplift in in-store visits and a 16% lift in add-to-cart conversions from users exposed to the campaign’s ads.
And That’s What They Said
Dan Richardson, head of data ANZ at Yahoo said,
“We’ve seen increased adoption of emerging channels such as digital out-of-home and immersive formats within campaigns because this data intelligence gives marketers the confidence to target effectively, measure accurately and understand attribution across the consumer journey.”
“The benefits of Yahoo’s omnichannel DSP and our direct consumer relationship with nearly 900 million people globally, combined with Near’s rich insights and actionable intelligence, can now empower advertisers across the wider APAC region to steer the success of omnichannel campaigns.”
Shobhit Shukla, the Co-Founder, Near expressed his excitement on the extended partnership to APAC and said,
“Early successes have shown that the combination of Near’s real-world signals, Yahoo’s first-party data and omnichannel DSP give advertisers the leverage and actionable insights they need to make better decisions to drive impactful omnichannel campaigns.”
The Yahoo DSP now supports location-based targeting and measurement solutions, as well as Near’s data set, throughout APAC, which includes Singapore, Hong Kong, Japan, and India, as well as Australia and New Zealand.