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DirecTV-Yahoo adtech partnership addresses fragmented digital video landscape

DirecTV-Yahoo adtech partnership addresses fragmented digital video landscape

DirecTV and Yahoo are getting cozy with a strategic partnership to unlock the full potential of addressable TV and streaming inventories.

The tie-up will see Yahoo become the exclusive one-stop demand-side platform for advertisers wishing to access the video programming distributor’s content, permitting different ads to be shown to different households while they watch the same program.

The pairing aims to restore order to an increasingly fragmented TV landscape by minimizing complexity, allowing both parties to capitalize on the fast-growing digital video and TV ad spend market, worth a projected $49.2bn in 2022.

Advertisers will benefit from being beamed into 25m addressable TV households across the Dish Media, Fios and DirecTV ecosystems. They'll also gain access DirecTV’s streaming inventory, marrying TV and connected TV (CTV) reach to maximize efficiencies and optimize the viewer experience.

Amy Leifer, chief advertising sales officer of DirecTV, said: “Working with Yahoo enables us to meet our customers where they are and deliver these solutions in a way that better aligns with advertisers’ omnichannel strategies while reducing friction in the process.”

Iván Markman, chief business officer of Yahoo, added: “As linear and digital converge, advertisers need to be able to seamlessly engage with consumers across channels without losing critical measurement, data and campaign visibility. This partnership with DirecTV Advertising builds on the momentum of our existing addressable TV partnerships, and gives advertisers more reach, transparency and control.”

Reaching consumers across all channels from mobile to native and digital out-of-home (DOOH), the partnership will begin to take effect for fourth-quarter campaigns.

Advertisers will continue to be able to purchase inventory straight from DirecTV Advertising if they wish after the video provider energized its streaming platform with a Ghostbusters and Major League Baseball mash-up.