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Yahoo partners with intelligence firm Near

Yahoo has announced an APAC-wide partnership with one of the world’s largest sources of privacy-focused information about people, places and products.

The announcement:

Yahoo, the world’s leading media and technology company, today announced an APAC-wide partnership with Near, one of the world’s largest sources of privacy-focused intelligence about people, places and the products.

The integration enables advertisers in Asia Pacific to increase campaign performance by targeting and retargeting more precisely when using Yahoo’s demand-side platform (DSP).

Through this partnership, Yahoo customers now have access to more accurate campaign measurement and attribution, as well as a complete offline and online view of audiences, which is crucial in today’s fragmented world. today.

The expansion stems from the successful partnership across Australia and New Zealand that launched in 2020. Nearly 40 advertisers have since adopted the integration into their campaigns and achieved outstanding results, including:

  • BIG W’s “Toy Mania” artificial reality (AR) omnichannel campaign saw a 48% increase in store visits and a 16% increase in add-to-cart conversions from users exposed to campaign ads.
  • Westfield New Zealand’s in-store campaign saw a 22% increase in shopping mall visits by exposed users.

Commenting on the announcement, Dan Richardson, Head of ANZ Data at Yahoo, said: “Our partnership with Near has been pivotal to the growing demand for Yahoo DSP in Australia and New Zealand. We have seen increased adoption of emerging channels such as out-of-home and immersive digital formats in campaigns, as this data intelligence gives marketers the confidence to effectively target, accurately measure and understand attribution throughout the consumer journey.”

“Near’s wealth of audience insights adds an extra boost to our omnichannel DSP and existing direct relationship with nearly 900 million people worldwide. Having already enjoyed so much success in the ANZ markets, we are excited to bring these features to advertisers in the APAC region. »

Shobhit Shukla, Co-Founder of Near adds, “We are excited to extend our partnership with Yahoo to help advertisers in Asia-Pacific harness the power of privacy-based data intelligence to optimize their omnichannel campaigns. . Early successes have shown that the combination of Near’s real-world signals, Yahoo’s proprietary data, and omnichannel DSP gives advertisers the leverage and actionable insights they need to make better decisions to drive impactful omnichannel campaigns”,

Near’s dataset and location-based targeting and measurement solutions are now available for activation in Yahoo DSP across APAC, including Singapore, Hong Kong, Japan, and India, as well as in Australia and New Zealand.

Source: Yahoo press release