NEW YORK–(BUSINESS WIRE)–Yahoo today announced an expansion of its partnership with DIRECTV Advertising to include set-top box (STB) data, backed by market-leading privacy protection protocols. With the expanded partnership, Yahoo’s demand-side platform (DSP) customers can now activate TV usage data from millions of DIRECTV households to optimize planning, activation and measurement of digital campaigns across DIRECTV and non-DIRECTV inventory. Today, Yahoo is the only omnichannel DSP to have access to DIRECTV Advertising’s STB data.
Set-top box data provides second-by-second information about program viewing and TV consumption. Against the backdrop of the increasingly fragmented media landscape, the data partnership between Yahoo and DIRECTV Advertising uses STB data to unlock new value for buyers, bridging the gap between linear and digital – all while…
