Yahoo and BuzzFeed expand partnership across programmatic, identity and content
Yahoo has announced the expansion of its strategic partnership with BuzzFeed, a tech-powered media company for digital content and commerce for millennial and Gen Z audiences, to provide advertisers premium access to BuzzFeed’s inventory, while ensuring post-cookie addressability.
With the partnership, BuzzFeed will leverage Yahoo’s unified advertising technology stack, and provide Yahoo with preferred programmatic access to deals via the Yahoo SSP. BuzzFeed will also adopt Yahoo’s people-first identity solutions, Yahoo ConnectID and Next-Gen Solutions for mobile app, pairing the media powerhouse’s robust first-party data with Yahoo’s.
Ken Blom, Senior Vice President of Ad Strategy and Partnerships, BuzzFeed: “Expanding our partnership with Yahoo strengthens our offering and effectiveness for advertisers. We see Yahoo as a great compliment to our stack,By bringing together Yahoo’s unified ad tech with our premium sites and creator network, we will unlock unique opportunities for advertisers to connect with Millennial and Gen-Z audiences at scale, while maximizing monetization for BuzzFeed. Both companies are approaching the future of identity in a similar manner, honoring the value of true first-party data and the power of contextual.”
Iván Markman, Chief Business Officer of Yahoo: “Yahoo and BuzzFeed are an exciting pairing, bringing together full-stack ad tech solutions with innovative media and content. Today’s news takes our partnership to the next level, as we continue to empower brands and publishers to meet their strategic advertising and monetization goals.”
The expanding partnership centers on programmatic growth, identity and premium access, maximizing advertisers success:
Preferred Access -- BuzzFeed has provided Yahoo with preferred programmatic access to deals via the Yahoo SSP, which gives advertisers access to BuzzFeed’s network of premium properties, including BuzzFeed News, Tasty, Goodful, HuffPost and more. Yahoo’s unified advertising technology stack facilitates both buy and sell-side capabilities as well as an exchange -- all tightly integrated to work better together.
Cookieless Addressability -- Adopting Yahoo ConnectID and Next-Gen Solutions will continue to bolster BuzzFeed’s targeting for advertisers in the soon-to-be cookieless space. As an identifier, Yahoo ConnectID is fueled by Yahoo’s omnichannel, cross-screen Identity Graph - not third-party cookies - giving advertisers a way to manage, reach, and monetize online audiences while also safeguarding consumer privacy. In mobile app environments where an ID is not present, BuzzFeed will be able to use Yahoo’s ID-less offering, Next-Gen Solutions, which leverages the power of contextual and real-time device data signals to infer audiences and deliver relevant messages.
As part of the existing partnership, BuzzFeed will continue to leverage Yahoo’s ad platform, including Yahoo Immersive, the largest online XR platform for advertising content, bolstering emerging ad formats, new consumer shopping experiences, and innovative monetization strategies. Via BuzzFeed’s creator network and Yahoo Creative Studios, the two companies will now also collaborate on content, video distribution, and branded content including immersive experiences such as extended reality (XR) and AR.
In November 2020, BuzzFeed and Yahoo unveiled the first stage of their partnership, collaborating on content and video distribution, syndicating content across each other’s platforms. Additional next-gen consumer experiences and monetization opportunities, co-developed by BuzzFeed and Yahoo, will continue to be revealed in the coming months.