On 19 June, Yahoo Advertising unveiled Yahoo Creative, its first full-stack data-powered creative solution for advertisers. Developed in partnership with Innervate, this solution enhances creative capabilities through technology and data. More specifically, it applies sophisticated AI and data principles to real-time creative development, allowing brands to maximise campaign effectiveness and optimise ROI.
According to Yahoo advertising, the evolution of creative tools has lagged in comparison to that of programmatic tech. The new creative tool now ‘brings the pace of programmatic technology’s evolution to the creative side’. It futureproofs dynamic creative by activating Yahoo’s Identity Solution, which is powered by direct consumer relationships and a rich first-party dataset from Yahoo media properties and partnerships.
Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo, commented:
In today’s cookie-less landscape, dynamic, relevant, and engaging creative is critical for campaign success. Yahoo Creative represents a major technological advancement, combining AI, data, and human expertise to usher in a new era of creative for advertisers. It empowers brands to achieve greater personalization and engagement, driving superior campaign results.
Yahoo Creative is available globally and works across CTV, mobile, display, DOOH and more. In this way, the omnichannel solution ensures consistent and impactful creative across all platforms. The solution further enables Interactive Authoring, which helps advertisers design more dynamic content and drive higher engagement and performance.
Featured image: Yahoo Advertising
