Yahoo has tied up with Near, a company specialising in privacy-led intelligence on people, places, and products. The partnership is an APAC-wide one and brings together Near's location intelligence data with Yahoo's omnichannel DSP and suite of identity solutions for cookieless advertising.

This partnership builds on the year-long alliance between Yahoo and Near in Australia and New Zealand, which the former said delivered strong results for Yahoo's clients in that region. It will integrate Near’s privacy-by-design data set of people's behaviour in the real world and its AI solutions into Yahoo’s DSP, complementing Yahoo’s suite of identity solutions -- Yahoo ConnectID and Next-Gen Solutions.

Yahoo's APAC partnership with Near will bring a unified view to bridge the gap in online and offline targeting, attribution and measurement, solving a key pain point for marketers. Brands can now measure all digital marketing delivered via Yahoo’s ad platforms, regardless of the channel or creativity, against online engagement or store traffic, within the same campaign. According to Yahoo, this benefit will be critical for advertisers to identify incremental audiences and craft the right channel mix as they connect the dots in omnichannel audience activation and campaigns.

A series of campaigns across ANZ leveraged Near’s data through the Yahoo DSP to report performance uplifts through precise targeting and retargeting across channels, with accurate campaign measurement, attribution and a complete offline-online view of audiences. BIG W’s "Toy Mania" AR omnichannel campaign, for example, captured a 48% uplift in in-store visits and a 16% lift in add-to-cart conversions from users exposed to the campaign’s ads. Westfield New Zealand’s in-store campaign also saw a 22% uplift in mall visitations from exposed users. The location-based targeting and measurement solutions and Near’s data set are now available for activation in the Yahoo DSP across APAC, including Singapore, Hong Kong, Japan and India.

Yahoo's head of data ANZ, Dan Richardson, said its partnership with Near has been pivotal in driving the success of the Yahoo DSP in ANZ, particularly for emerging channels such as DOOH and immersive experiences with AR. According to him, this enables effective targeting, measurement, and attribution of consumers across all channels.

At the same time, Near's co-founder, Shobhit Shukla, said it is excited to expand its partnership with Yahoo to help advertisers across APAC harness the power of privacy-led data intelligence to optimise their omnichannel campaigns.

"Early successes have shown that the combination of Near’s real-world signals, Yahoo’s first-party data and omnichannel DSP give advertisers the leverage and actionable insights they need to make better decisions to drive impactful omnichannel campaigns," Shukla said.

Photo courtesy: 123RF

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