Yahoo unveiled a range of new ad tech tools and features yesterday at its Newfront Showcase 2023, ranging from connected TV measurement to new Web3 technology that promises to make marketing cheaper and more effective.

Yahoo Advanced TV Suite is a new tool, created in partnership with Samba TV, to bring real data from over 350,000 Australian households to marketers. Advanced TV Suite is a new set of tools that enables marketers to forecast and measure the incremental household reach of their digital media in addition to linear TV.

Following the announcement, the company said it is now the only provider in Australia that can forecast, target and measure household reach across all digital media.

“While the rest of the industry focused on Total TV, we focused on Total TV and Total Digital Media. It’s a big step in cracking the toughest marketing nut, true marketing effectiveness,” said Andrew Gilbert, ANZ’s head of platform strategy.

“In 2023, there will be a welcome change to the measurement of Total Media by Australia’s major media networks. And Yahoo Advanced TV Suite will help you better plan, measure and negotiate for years to come, giving you a complete picture of your TV and digital investment.”

Digital identity ConnectID

Yahoo also announced improvements to ConnectID, its digital identity solution that replaces cookies, and will now allow brands and publishers to bring their own first-party data to the table to help in a secure and privacy-compliant way.

As a result, Yahoo has added an additional 40 million registered users to ConnectID’s addressable identity fingerprint, bringing the global total to 290 million.

“ConnectID is different: it’s not a patchwork gimmick that can be squashed by the next change in regulation or monitoring, because it’s a scalable, real-time, completely privacy-focused solution, and therefore incredibly powerful” said Dan Richardson, chief data officer for Yahoo APAC.

“We are already seeing results. For example, an Australian security brand saw next-generation audiences accounted for 60% of clicks on iOS, with non-addressable or unknown environments accounting for 84% of total impressions targeted for the campaign.

“Publishers are also seeing a material benefit from the NextGen Audience solution, with an average 53% increase in their CPMs compared to previously untargeted impressions.”

Web3

The company revealed that it is working on a “big innovation” in the web3 space.

Called VPS (Visual Positioning System), it will allow marketers to locate users, their devices, and send always-on multiplayer AR content directly to them. This technology will make it cheaper and easier for marketers to use immersive technologies to drive their campaigns.

Zoe Cocker, Head of Innovation and Creative Studio, said: “Imagine you’re a vendor, you can create your own Pokémon Go-style activation in your local town. Unlock epic AR experiences for consumers who interact with the iconic landmark they are near.

“This brings your brand to life in a way that no 2D digital experience can, really blurring the digital and the physical. These campaigns are exciting on their own, but hugely impactful when combined with our world-class omnichannel platform to engage more people, wherever they are.

“I truly believe that there is an exciting future ahead of us creatively. As a marketer, this is not something you can afford to ignore.”

Increased trust in publishers

Yahoo acquired The Factual, which assigns trust ratings to news sources. Factual’s algorithm will give Yahoo users’ articles ratings based on media bias and credibility score.

The score will give consumers an idea of ​​the content they are reading and, when applied to millions of users, the company said it “can increase trust in the news.” I hope it skips B&T.

Rachel Page, General Manager of Sales, Yahoo ANZ, said: “At Yahoo, trust underpins everything we do. That is why we continue to see strong growth and performance in all of our mastheads on the market. Adding The Factual to the mix is ​​proof of our commitment to helping people enjoy a better Internet experience, it’s an exciting innovation to be a part of.”