In a rapidly changing digital landscape, the convergence of media power and technological precision has become the sinews of war for brands. To decipher tomorrow’s advertising challenges, we interviewed Laurent Bianchi, Head of direct sales at Yahoo.
Through this exchange, he analyzes how the integration of proprietary tools and rich proprietary data can transform every interaction into a business opportunity. The success of such strategies often depends on the support of experts capable of piloting these complex tools, like the services offered by a specialized ads agency. From the omnipresence of display to the finesse of multi-device retargeting, discover how Yahoo positions itself as a strategic partner in the conversion chain.
Synergy between media and technology at the service of advertisers
Over the past 25 years, Yahoo has made its mark on the daily lives of Internet users through its editorial content (finance, news, tech) and historic services such as Yahoo Search and Yahoo Mail. But beyond its media role, the company is a major player in the B2B sector through two levers:
- A powerful advertising network: in September 2022, Yahoo topped the Médiamétrie rankings with 39.1 million unique monthly visitors.
- Cutting-edge adtech expertise: with a strategy that began in 1998, we offer fully agnostic and transparent SSP (supply-side platform) and DSP (demand-side platform) solutions.
Our platforms are omnichannel, covering a variety of formats: display, native, mobile, audio, segmented TV, DOOH (digital signage) and InGame. They integrate insights and measurement tools based on machine learning to guarantee high-performance planning.
The pillars of Yahoo’s strategy: first-party data and omnichannelity
Yahoo AdTech is positioned at the crossroads between walled gardens and the open web. We combine the best of both worlds thanks to three key factors:
- Exclusive first-party data: every day, we capture 6 million signals in France (searches, purchase confirmations, subscriptions). This qualified data drives our DSP.
- Transparency and interoperability: unlike closed gardens, our technology is open to third-party measuring devices (brand safety, visibility, anti-fraud).
- Massive reach: we reach over 80% of French Internet users, i.e. some 40 million people.
This approach makes it possible to create fluid multi-device scenarios. A concrete example: a web surfer exposed to a DOOH campaign can be retargeted on his or her cell phone to complete the conversion. In this way, we simplify the daily life of advertisers by unifying the user journey.
Case study: a successful collaboration with Effinity
We work closely with Effinity’s teams to maximize campaign performance. One striking example concerns a leading business school looking to recruit new students.
| Objectives | Levers activated | Results achieved |
| Continuous visibility | Yahoo Preferred Network | Strong brand recognition |
| Targeted engagement | Retargeting | Increased time spent on site |
| Performance (leads) | Algorithmic optimization | Exceed file request targets |
Thanks to the combination of our premium inventory and Effinity’s strategic expertise, the campaign not only met, but exceeded the performance indicators (CTR and conversion) initially assigned.
