Yahoo has announced the formation of a new team that will oversee its advertising technology division in Australia and Southeast Asia, known as Yahoo Advertising. The team will focus on providing media solutions for premium clients through future-forward, full-funnel digital media solutions.
With a vision to integrate creativity & data analytics solutions, Yahoo’s demand-side platform (DSP) will be used as the medium to deliver these. This should help the company reach its intended goals. Advertisers have a great advantage with the ability to target their audience accurately, through a variety of digital channels including Advanced TV, mobile, display ads, videos and Digital out-of-home advertising. This empowers them to reach their desired consumers with precision. All this leads to great marketing results and a better return-on-investment. John McNerney is no stranger to Yahoo, having been with the company for an impressive 13 years, serving as the Senior Director of Platforms for APAC until recently. He will now be leading and overseeing the new strategy of various teams which are integrated across all Yahoo Advertising’s disciplines.
Also Read: Dentsu Asia Pacific Appoints Harsha Razdan as South Asia CEO
Yahoo Advertising’s renewed focus is the result of the team’s efforts over the past few years to take an increasingly educational and consultative role with partners to help them navigate the complex digital marketing ecosystem. McNerney said that the new focus would enable the team to help partners do more with their marketing budgets. Yahoo’s refreshed management team across APAC will support this focus, with Matt Farrington remaining as APAC Head of Partnerships & Investment, Julia Edwards promoted to Commercial Director AUSEA, Andrew Gilbert promoted to Director of Platforms AUSEA, Kenneth Koh as Head of DSP for SEA, Dan Richardson continuing as Head of Data APAC, and Zoe Cocker continuing to lead Yahoo Creative Studios and Premium Sales.
Under the new system, Yahoo will still be running its DSP platform which will let partners calculate campaigns across a variety of mediums such as advanced TV, digital OOH, native ads, display etc. in addition to Yahoo’s proprietary sites like Yahoo Search, Mail, News, Yahoo Lifestyle and Yahoo Finance. Yahoo’s identity and measurement solutions will ensure that campaigns are delivered more effectively and efficiently.
In summary, Yahoo Advertising’s new team will provide media solutions for premium clients in Australia and Southeast Asia through a renewed focus on full-funnel digital media solutions. The team will utilize data, creativity and identity solutions to create content for Yahoo’s DSP andrelease it through multiple channels. John McNerney will manage and supervise the new structure. The Asia-Pacific region’s management team will lend their support. Additionally, Yahoo’s Demand Side Platform (DSP) still stands, letting partners craft cross-channel campaigns easily and seamlessly.
