Yahoo! DSP

Yahoo! DSP

Partner Type
Omnichannel DSP
Location
USA Canada EMEA APAC LATAM

Vistar Media + Yahoo!

Through Vistar's partnership with Yahoo!, advertisers can extend their programmatic campaigns into the physical world with access to premium digital out-of-home (DOOH) inventory. By making Vistar's extensive DOOH inventory available through Yahoo!, buyers can incorporate OOH into their broader omnichannel media strategies, reaching consumers across digital channels and real-world environments through a familiar buying platform.

Explore the guide below to learn how to activate DOOH campaigns through Yahoo!.

Targeting types Supported via Vistar Supported via Yahoo!
Geotargeting Supported Supported
Day-parting Supported Supported 
Audience targeting Supported Supported
Campaign measurement Supported Not supported
Device ID passback Supported Supported (for buyers)
POI targeting Supported Not supported
Media Owner tageting Supported Not supported
Venue type targeting Supported Not supported
Industry ID targeting Supported Not supported
Activation guide

Transaction Paths Path

Open Exchange

  • This is available immediately to all buyers opted into Yahoo!’s DOOH program.

Auction Packages

  • Vistar can bundle inventory across multiple media owners and venue types into a single deal ID.

1:1 PMPs

  • Vistar can facilitate 1:1 deals with media owners, which take priority over other programmatic transactions.

  • Vistar can support evergreen PMPs, enabling their use and reuse by both Yahoo! and designated buyers.

  • Vistar or media owners can layer targeting tactics into a PMP deal ID to meet campaign needs.

Audience targeting Path

Vistar offers pre-built audience segments from trusted data providers to extend your omnichannel strategy into DOOH.

  • Buyers can apply first- or third-party audiences through Vistar or Yahoo!

  • Vistar's entire taxonomy is available through both Auction Packages and PMPs.

    • Custom audiences must pass a feasibility check via Vistar's data team (4-5 business days).

We recommend using Vistar audiences for DOOH, but if the client prefers to use Yahoo!, they are available. Please contact your Yahoo! account manager to discuss before going live.

Measurement Path

Vistar works with trusted industry leaders to offers solutions that evaluate brand health, foot traffic, online conversion and sales lift. Vistar also offers device ID passback.

To request a measurement study, please reach out to your Vistar representative.

  • All studies require a feasibility test and have varying minimums and costs.

  • Measurement studies and device ID passback vary by region and spend.

Yahoo! can also support DOOH measurement in platform with integrated measurement partners, similar to other channels. Yahoo! also has an in-house device ID passback solution.

Creatives Path

Pre-campaign details: 

Vistar can provide the accepted creative specs for your campaign before activation. Creative spec details can be provided during planning, but note final specs may change at the time of launch.

If needed, Vistar can assist with creative builds and/or resizing for DOOH.

Submitting creatives:

  • Display: All display creatives must be hosted within Yahoo!'s DSP.

    • Vistar can accept 3P tags as long as the advertiser is comfortable with the first creative pulled from the tag being leveraged for the entirety of the campaign.

  • Video: Yahoo! prefers to have videos hosted within Yahoo! VAST Tags are supported, but please reach out to confirm for QA.

  • SSP-hosted dynamic creative: Supported.

  • 3rd-Party Tags: Vistar’s SSP can support third-party ad tags.

Approvals and timelines:

  • All creatives are submitted through the bid stream. Once the campaign starts bidding, the creative assets are extracted from the bid and sent to the appropriate media owners’ seat for their approval. 

    • Timelines vary by media owner, though most approvals occur the same day. Until approval is received, bids will  not serve.

    • All creative approvals are at the media owner’s discretion and are not guaranteed. Buyers are encouraged to contact the media owner prior to activation, particularly for sensitive categories.

Reporting Path

Yahoo! provides two impression reporting metrics for DOOH:

  • Impressions are counted each time an ad is shown on the display.

  • Audience Impressions are the result of the impression multiplier provided by SSPs & media owners.

Support Path

If you are experiencing issues with campaign setup/activation, please first submit a ticket to Yahoo! If additional action is needed, the ticket will be shared with Vistar for further assistance.

Visit Vistar Media’s inventory discovery to learn more about available inventory.

  • For questions relating to supply, reach out to Vistar's Deal Desk.

Deal Desk is an optional and free service that helps DSPs & buyers with strategy recommendations, deal facilitation, activation support, best practices & more. Reach out to us at any time:

Clients

"At Coegi, we do not take vetting another DSP lightly. This is because it can be a large ask for an organization to manage yet another UI. We chose to partner with Vistar for a reason: it makes our offering more robust, they are awesome to work with, it’s a seamless integration into our current workflow and the innovation of the product is second to none.”

Author
Julia Wold
Operations Manager
Programmatic at Coegi

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