Yahoo Backstage

Yahoo DSP's proprietary direct-path supply solution, positioned as a premium curated marketplace that bypasses SSP intermediaries for improved transparency and efficiency

Yahoo Backstage is a direct-path inventory offering from Yahoo Advertising that connects Yahoo DSP advertisers with curated, premium publisher supply.¹ Among its more than 100 participating publishers, Yahoo Backstage includes nearly 40 CTV publishers, representing the largest direct CTV supply available through such an offering.² To further extend its CTV capabilities, Yahoo Advertising formed strategic partnerships with FreeWheel, Magnite's streaming ad server SpringServe, and Publica by IAS, enabling direct server-to-server connections that allow CTV publishers to more seamlessly make their premium inventory available through the platform.² Advertisers using Backstage do not need a supply-side platform to access publisher inventory, and at launch the offering includes publishers such as A+E Networks, Dotdash Meredith, Raptive, The Arena Group, Vizio, and Newsweek, alongside Yahoo's own owned-and-operated properties.³ Yahoo Backstage also supports identity solutions for both addressable inventory via Yahoo ConnectID and non-addressable inventory through its Next-Gen Solutions.¹ Source 1: yahooinc.com — Yahoo Advertising To Launch Yahoo Backstage, Enabling ... Source 2: freewheel.com — Yahoo Backstage Boosts CTV Capabilities with FreeWheel Source 3: adweek.com — Yahoo's SPO Push, Backstage, Gives Marketers Direct ...