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Yahoo DSP

Yahoo DSP
Formerly Verizon Media Ad Platform / Oath

Overview

What is Yahoo DSP?

Yahoo DSP (formerly the Verizon Media DSP, and formerly Oath) combines the former services and technologies of the companies it comprises including the former Brightroll, One by AOL, Right Media Exchange, and ADTECH, as well as Yahoo!'s own ad tech.…

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Recent Reviews

TrustRadius Insights

The Verizon Media or Oath DSP, formerly known as One by AOL, is utilized by trading desk users to create programmatic media ads for large …
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Product Details

What is Yahoo DSP?

Yahoo DSP (formerly the Verizon Media DSP, and formerly Oath) combines the former services and technologies of the companies it comprises including the former Brightroll, One by AOL, Right Media Exchange, and ADTECH, as well as Yahoo!'s own ad tech. The solution currently includes Yahoo's premium content access, Yahoo's identity services and cookieless advertising, and internal machine learning based analytics tools.

Yahoo DSP Technical Details

Operating SystemsUnspecified
Mobile ApplicationNo
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Comparisons

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Reviews and Ratings

(38)

Community Insights

TrustRadius Insights are summaries of user sentiment data from TrustRadius reviews and, when necessary, 3rd-party data sources. Have feedback on this content? Let us know!

The Verizon Media or Oath DSP, formerly known as One by AOL, is utilized by trading desk users to create programmatic media ads for large companies across multiple markets. This platform has proven to be particularly valuable for the Programmatic Department at PlatformGSK, where my team and I use it to buy programmatically for our clients. The pay-per-click service offered by Oath allows our clients to purchase ads on Yahoo spaces and effectively target potential customers, especially those who primarily use mobile devices. With transparent reporting, accurate targeting, and enhanced brand safety, the platform offers a preferred choice over traditional programmatic ad marketplaces. In addition to its benefits in the client acquisition process, Yahoo Search has played a significant role in helping us attract new clients at a low cost.

Another use case for this product is its ability to assist with audience targeting and display advertising monetization. Oath is employed by our programmatic team to accurately target audiences and effectively monetize display advertising for our media company that operates multiple websites. The predictive audience features in Prospecting and the retargeting procedure have proven valuable in our advertising efforts. Additionally, ADTECH serves as a consolidated platform for managing accounts and streamlining work processes within our organization, providing easy access to materials for everyone. Brightroll has also been used as a video buying vehicle, offering efficient pricing and connecting us with skilled contacts who understand the needs of agencies and clients alike.

While One by AOL was initially implemented to address ad-tech needs and assist with remnant ads, it is now being phased out due to various issues. However, the platform's various features continue to be beneficial in meeting the diverse requirements of advertisers and publishers alike.

Reviews

(1-10 of 10)
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Score 7 out of 10
Vetted Review
Verified User
Incentivized
This platform is well-suited for gaining access to larger networks at a low cost due to the users on Yahoo. By being able to customize ads and curtail to our client's networks, we can get more interaction.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Customer demographics that are not typical of ours are being served by our marketing efforts. We've seen fast expansion as a result of the exposure Yahoo has given us. Because of the low cost per click, users can see results right away. The more traffic there is, the better.
Christian Gesú De Andrade Trillo | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
Incentivized
It is suitable for creating campaigns that do not necessarily need to generate a high CTR in programmatic, as unfortunately Verizon has some difficulties scaling some strategies. It is excellent if you want to create ads focusing on temperature, as it will deliver to a much more selective audience. I don't recommend it if you have high CTR expectations. I don't recommend it if you need to maintain a delivery on qualified domains.
Score 1 out of 10
Vetted Review
Verified User
Incentivized
I wouldn't recommend ONE by AOL to my worst enemy. The entire platform is a mess, and you can find others out there that will work with you and work for you better. Simple ad-tech platform features are missing. It's ridiculously slow and with the "money saved" by specific ad-tactics we spent on waiting for data and pages to load.
Nicholas J. Salvatore | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
Incentivized
The ONE by AOL platform is well suited for users looking to leverage Verizon Media 1st party data to reach valued prospects or looking to purchase Verizon Media O&O inventory at a better access point.
Score 7 out of 10
Vetted Review
Verified User
Incentivized
AdTech is best for when you're examining data based on clicks or "likes" – if you're looking to get an idea of what your audience is looking for, you can examine a trend among certain users to determine what drives users and where. This is super helpful for social media managers and web developers. It helps them determine where to drive their UI/UX design
October 24, 2017

Brightroll review

Eamonn Kelly | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Premium inventory of programmatic video knowing that quality content will be shown on our videos. Low fraud recorded by third party tracking and higher viewability. Audience targeting is highly detailed and gives quality user base for which to target. Suited for large scale campaigns. Not really worth it for smaller campaigns.
Score 7 out of 10
Vetted Review
Verified User
Incentivized
A good place for Brightroll is for clients that are seeking efficient pricing. Their access to the exchanges is key to getting the most reach for big brands. I wish Brightroll had asked more questions about my campaign and my targeting and helped me understand why certain metrics were how they were and how to improve in the future. I would have wished that my contact there had given me mid-campaign check ins, instead of once when the initial offer was signed and once when the campaign was over.
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