Yahoo! Media - TFAQs

These FAQs have been developed by IAB UK members from different parts of the industry to help buyers understand more about the companies operating in digital advertising and where value is being added.

Content correct as of Feb 2022

The questions fall under three different categories


What is your business model and how do you make money?
Yahoo creates consumer products and content which is monetised through selling advertising space. We also monetise the advertising space on 3rd party products and services via our SSP and DSP which are offered to partners as a managed service or as a self-serve solution.

Can you outline the full details of the agreement on a booking form / contract?
Yahoo’s IO Terms and MSA contracts provide the full detail of the agreements.

Will you share who your trading partners are?
Yahoo works with most agencies, advertisers, DSPs and other buyers of advertising space.



Do you own the inventory you sell?
Yahoo sells inventory on its owned and operated properties such as Yahoo and AOL and also sells media from our partners via our DSP, Yahoo Preferred Network and SSP.

If you don’t own your own inventory then how do you access inventory and which platforms do you use?
Our DSP is connected to several SSPs, including our own. We also aggregate 3rd party supply within our SSP and Yahoo Preferred Network.

Do you specify your media placements and positions?
Yes. Media placements are specified on booking orders and media plans.

What insights do you provide back to advertisers?
We provide Insights and Analytics to advertisers based on both unique 1st and 3rd party data assets, all provided in proprietary Audience Insights and Campaign Insights platforms. Beyond the platform, depending on the requirements and campaign size, we have an insights team who assist in campaign briefing and measurement; utilising a variety of 1st and 3rd party tools including audience sizing/make up, social listening, brand uplift, search lift/converter analysis and creative diagnostics.

Does the inventory you own or access include UGC content?
Yahoo does not operate a UGC platform but our DSP is able to access UGC supply from 3rd party sources. Clients may choose whether or not to run on UGC supply.

What brand safety measures do you use?
We work with both 3rd party solutions and our own proprietary solutions. Our 3rd Party partnerships include Integral Ad Science, DoubleVerify, Moat and Grapeshot. Our proprietary tool, Talon Pro provides a first line of defence against ad fraud and ad misplacement and this is supplemented by the use of 3rd party partners.

Which industry standards have you been certified against?
Yahoo holds certification with TAG Malware & Fraud Globally and TAG Brand Safety for the UK, IAB Gold Standard and EDAA.

Do you have a policy in place for ad-misplacement?
Yahoo’s UK brand safety policy can be found at

Are you happy to share your optimisation tactics?
Our client services team provide ongoing commentary of optimisations made to campaigns. Where advertisers choose to operate on a self-serve model the teams will also provide recommendations to optimise campaign performance.



Under GDPR what legal basis are you providing your services under?
Yahoo relies on consent (e.g. to use cookies and for personalised ads) and legitimate interests (e.g. for security and anti-fraud).

If consent is the mechanism then can you prove how you obtained it?
On our owned and operated properties Yahoo uses a proprietary consent experience which is aligned to the IAB Transparency and Consent Framework’s CMP specification which records all user consents. Our preference when consent is obtained on our behalf by third parties is for that to be signalled by an IAB TCF signal, which we then record in our consent management platform.

Are you using the IAB Framework?
Yahoo uses the IAB Transparency and Consent Framework v.2.0 in our advertising solutions.

What other 3rd party data partners require consent for your business to deliver its service?
Our partners are required to obtain consent before using non-essential cookies (i.e. in order to store and/or access information on users' devices). We also require partners to obtain user consent in order to create or use personalised ads profiles.

What do you do with data you obtain from advertiser’s campaigns or data tags?
Where advertisers onboard their 1st party data for campaigns, we use that in accordance with the advertiser's instructions (i.e. Yahoo acts as a data processor). Data that is generated from running campaigns on our ad platforms is used in accordance with our partner contracts. If advertisers use their own data tags, we would not receive that data unless the advertiser chose to share that.

Are advertisers permitted to appoint their own 3rd party partners for verification and measurement?
Advertisers are permitted to use their own 3rd party measurement and verification partners.

Will you provide a link to your privacy and data policies?
Yahoo’s privacy policy can be found at:

Will you share how you build audience, contextual and targeting segments?
In supporting the delivery of a campaign brief our client services team can share information with advertisers and/or agencies on targeting recommendations and how these segments are built.


To find out which other companies have completed the FAQs, please visit our members directory here
Please note the answers given are self-declared and are not verified by IAB UK or independently audited, unlike under industry-owned programmes such as JICWEBS. To view the latest JICWEBS Certifications, visit

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