Yahoo has announced the expansion of its partnership with DIRECTV Advertising to include set-top box (STB) data, which is protected by the industry’s most advanced privacy protocols.
In order to improve planning, activation, and measurement of digital campaigns across DIRECTV and non-DIRECTV inventory, customers of Yahoo’s demand-side platform (DSP) can now access TV usage data from millions of DIRECTV households. With this announcement, Yahoo and DIRECTV Advertising strengthen their already fruitful partnership.
Yahoo and DIRECTV announced earlier this year that they would work together to give customers a more streamlined way to access addressable TV and streaming inventory.
Read More: Yahoo and DIRECTV Advertising Expand Advanced TV Partnership to Include Set-Top Box Data
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