Yahoo and DirecTV have added set-top box data to their advanced TV partnership in a bid to unify linear and digital for buyers.
In June the cable operator made Yahoo the exclusive one-stop demand-side platform for advertisers to get access to its video content. The companies forged a strategic partnership to unlock addressable TV and streaming inventories, and its set box integration is the next phase.
The new deal gives TV buyers using Yahoo’s demand-side platform (DSP) access to data from the cable network’s 25m US households. This means advertisers will be able to activate, optimize and measure digital campaigns across DirecTV’s linear inventory.
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Set-top box data plugs directly into households and gives advertisers real-time viewing data. It also allows buyers to serve ads based on shows rather than traditional advanced TV, which uses audience-based buying.
Amy Leifer, chief advertising sales officer of DirecTV, said Yahoo understands the “enormous value of our set-top box data.” She added that the expanded partnership will enable DirecTV to “broaden the use into the programmatic space.”
Elizabeth Herbst-Brady, chief revenue officer at Yahoo, added: “We have built a multi-sourced data backbone for our advanced TV suite aligned to industry best practices that empowers marketers with the ability to plan and activate more efficiently than ever across linear and connected TV (CTV) inventory.”