Yahoo! - Member Metrics
Posted on Friday 11 February 2022 | IAB UK
The following responses have been supplied by [company name] regarding its measurement and the ad verification process. This is part of an initiative to map the measurement options offered by our media owner and platform members as part of National Anti-Click-Through Rate Day (February 2022)
Check out the rest of the results to discover, at a glance, which suppliers are being used as well as what measurement metrics are offered by Yahoo! and other media owners/platforms here.
Do you offer advertisers verification information about the campaigns they run with you, for example around areas like viewability and brand safety?
As you offer advertisers verification information about the campaigns they run with you, how do you predominantly operate?
Allow advertisers to choose their own third-party provider. (See which media owners/platforms allow advertisers to choose their own third-party provider here).
As you offer viewability metrics to advertisers, do you have a minimum viewability % you work to as a campaign average?
Native ads are billed as 100% viewable only. Display and video campaigns are optimised to a min. average of 70%.
Do you offer advertisers performance information about the campaigns they run with you, for example around areas like reach, clicks and brand uplift?
Yes. (See what performance information is offered, by platform, here).
Do you offer advertisers performance information about campaigns they run with you on other platforms?
Yahoo has an agnostic approach to campaign measurement on media types and where possible strives to offer a combination of in-house measurement and third-party measurement solutions.
Which third-parties have you worked with in the last 12 months?
Native: IAS, MOAT, Grapeshot. Display/Video: IAS, MOAT, OnDevice Research, Comscore, Nielsen, DoubleVerify, Peer39, Grapeshot.
Have you worked on any measurement or insight projects on ‘attention’ over the last few years?
Earlier this year, Yahoo was an active participant in the Attention Economy Project - a partnership research project with Dentsu International, Lumen & others to define what content types command viewers attention.
To find out which other companies submitted responses, please visit our member directory here.