European Launch for Yahoo Campaign Optimization Tool

Yahoo DSP has launched its In-Flight Outcomes (IFO) service in Europe, promising users the ability to optimize programmatic campaigns in real time, by connecting media to real-world business outcomes including purchasing.

IFO draws on Yahoo DSP's broad purchase and visitation data, including receipts, alongside advertiser first-party data and measurement partners spanning consumer / retail, travel, automotive, home improvement and fashion. Data is fed into the company's Blueprint Performance AI-powered optimisation engine, and the system auto-optimises against multiple campaign variables, including geography, time of day, frequency, creative, and algorithmic propensity to act, rather than relying on basic site-level bid multipliers.

Alice Beecroft (pictured), Senior Director of Global Strategy & Partnerships at Yahoo DSP, states: 'In-Flight Optimisation cuts down the feedback loop from weeks or months to a matter of hours, allowing marketers to optimise campaigns, increase ROI, cut out wastage, and better identify core customers.'

Web site: www.yahooinc.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.