Every week, Effinity puts the spotlight on a partner. The aim is to showcase the variety and richness of our network. This week, Laurent Bianchi, Head of direct sales at Yahoo, answers our questions.
Can you tell us about your company and its services?
For 25 years, Yahoo has been part of the daily lives of Internet users through its editorial content (news, finance, tech, etc.) and its Yahoo Search and Yahoo Mail services. The company also has a B2B business. Firstly, as an advertising network. In September 2022, it topped Médiamétrie’s list of advertising network audiences, with 39.1M monthly UVs. Secondly, Yahoo is a major player in AdTech. Its cutting-edge advertising technologies are the culmination of a strategy implemented since 1998. Yahoo SSP and Yahoo DSP are omnichannel (display, native, mobile, audio, TVS, DOOH and InGame), transparent and agnostic. Last but not least, these platforms feature powerful insights, planning and measurement tools based on machine learning.
How would you define your role in the conversion/loyalty chain?
As an AdTech, Yahoo brings together the best of both worlds. Like the walled gardens, the company offers a complete, unified stack and exclusive first-party data. The latter comes from the 6 million signals captured daily in France from search, purchase confirmations and subscriptions. Yahoo also offers exclusive services such as its Native inventory. Unlike closed gardens, AdTech is agnostic, transparent and interoperable. In particular, it is open to all third-party metrics related to brand safety, visibility and fraud. Secondly, being both an AdTech and a content and services publisher gives Yahoo a powerful reach. In fact, the company covers over 80% of French Internet users, i.e. almost 40 million people, enabling it to offer rich, powerful first-party data at the heart of its DSP. Finally, its omnichannel nature enables marketers to create multi-device scenarios adapted to Internet users’ habits. Thanks to these three differentiating factors, Yahoo AdTech is positioned as the partner that simplifies the daily life of online advertising players.
Can you describe a successful operation you carried out with Effinity on behalf of an advertiser?
As part of its recruitment campaigns, a leading business school provides a continuous presence on the Yahoo Preferred Network for a target group of students. The system, enhanced by a retargeting campaign, exceeds the performance targets set (CTR, time spent, application requests).
