Yahoo’s advertising business is launching a new product called Unified TV Audiences, which will marry data from linear television networks and connected TV platforms.
The goal of Unified TV Audiences is to help marketers “more efficiently and effectively plan, activate and measure” consumption habits from more than 108 million American households in the Yahoo demand-side platform (DSP), the company said in a statement this week.
Online auction website eBay served as the launch partner for Unified TV Audience. It leveraged Vizio’s Inscape automatic content recognition data from smart TV boxes and other connected TV platforms and devices along with data from 205 million logged-in users of Yahoo products, as well as those who visited websites and used services that include Yahoo’s post-cookie identity platform Yahoo ConnectID.
In one of its earliest campaigns, eBay reported a 52 percent increase in reach for its auto marketplace when compared to single-source data, Yahoo said. eBay also saw a 7 percent increase in campaign attentiveness and a 49 percent higher conversion rate compared to those who were not exposed to eBay’s connected TV ads, the company affirmed.
“TV represents an immense opportunity for us to target relevant audiences and thanks to the Yahoo Unified TV Audiences, we were able to see successful, full-funnel results,” Nidhi Gupta, the Global Head of Paid Media at eBay, said in a statement. “Leveraging their unique, combined data allowed us to significantly extend our campaign’s reach and ultimately amplify eBay Motors’ visibility within the auto parts market.”
Yahoo says it will expand the type of data included in Unified TV Audiences to include measurable and actionable insights from “an expanding roster of partners,” though it did not name any specific companies it was working with to this end.
