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 …
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.…
Recent Reviews
Product Details
- About
- Tech 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 Systems | Unspecified |
|---|---|
| Mobile Application | No |
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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!
- Business Problems Solved
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
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October 29, 2022
Happy with platform, but expectant for improvements
We use this for the pay-per-click service we offer to our clients. Most of them utilize this platform in order to purchase ads on spaces run by Yahoo. It allows them to have a better presence on their new potential clients who use their phones and live on mobile versus desktop.
- Customer support
- Easy to learn
- Based on data
- Not the best interface for users
- Needs an update
- Sometimes runs slow
- Editability can reach target audiences more effectively
- New places where our clients companies can be found
- Access to more potential customers on Yahoo
This platform is needed and effective because it reaches new audiences and helps our clients to grow in new areas that Google cant access.
January 30, 2020
Like being punched in the face every day you go to work? Then ONE by AOL is for you.
The business problem ONE by AOL was meant to address was to fill our ad-tech void to help with remnant ads. It's only being used by our marketing team and will eventually be phased out due to a multitude of problems. Keep reading to find out about our headaches.
TL:DR - Clunky system boosts Advil sales.
TL:DR - Clunky system boosts Advil sales.
- Customer support is great.
- Data sources show lots of customer insights.
- Awful UI.
- Slow system.
- Negative: Time spent where it shouldn't be spent.
- Negative: A marketing team begging to move to a different platform.
Google Ad Manager is like an angel coming into your organization to save you when you've been battered, beaten, and bruised. The entire UI is a wonderful breath of fresh air. It just "works" where ONE doesn't. The costs, the learning curve, the data organization all outweigh EVERY SINGLE feature of ONE by AOL.
January 10, 2020
Whatever name you prefer, One by AOL is worth testing!
The One by AOL platform, now known as the Verizon Media or “Oath” DSP, is currently being used by my team & I to buy programmatically for our clients. My team is part of the larger Programmatic Department at PlatformGSK - a subset of Publicis Health Media servicing the GSK client.
- Predictive Modeling - always performs well for Conversion & CPA based campaigns; out-performed other DSPs with similar tools.
- Email Receipt Retargeting - no other DSP offers the ability to do this, so it is 100% proprietary, as far as I know.
- Pixels & Rules - compared to other DSPs, the setup is a platform for creating pixels, and rules are less intuitive or clear to follow.
- Produced strong CPA performance and generated large volumes of site conversions when using the Predictive Modeling tool.
- The Trade Desk and Google Marketing Platform (formerly DoubleClick)
I would still say that The Trade Desk and Google DV360 would rank in the top tier for DSPs, while One by AOL would rank in the second tier. That said, the progress and advancements in the last few years from AOP to ONE by AOL to the new Verizon Media platform are worth looking into and testing for yourself - particularly on the 1st party data and O&O inventory fronts.
October 25, 2017
AdTech: Simple, Streamlined, Fantastic
We use ADTECH to help display our work on several different platforms. It works as a way of consolidating a lot of different material into one format, so that everything is a bit more streamlined. It makes managing all of our accounts a lot easier because everybody in our organization can access the same amount of material. Everyone can be on the same page, everyone knows what everybody else is talking about. It's like having a giant bulletin board for your entire work process. It makes meeting easier because pulling and viewing content is much easier.
- Adtech follows an algorithm that learns as you use it. It helps process data based on you (or your user) to help determine the best experiences for your client. Pretty neat.
- Adtech helps streamline work by consolidating workflow. Everybody can be on the same page because everything is accessible to anybody in the organization (security pending, obviously). It helps because the data is available if you need it – and you don't have to fetch anything for anybody.
- Adtech is best for larger organizations – and the developers who help create the technology understand that. Working with an interface like Adtech is simple, and easy to use. I can't remember what I did before it!
- The algorithm is a little...well, dumb, at first. And at times it can stay dumb. We've had users complain of clicking on a click-bait headline for an article, and getting ads that represent something else entirely (off to the side, of course). This doesn't make our clients happy.
- AdTech can be prone to crash at times – randomly – it's a little unpredictable, you may want to make sure that your database can handle a streamlined workload. Doesn't work well with older tech.
- Customer service at AdTech is okay, but there's always room for improvement. The support is good, but I don't like being put on hold.
- AdTech helps us determine where to steer our audience, and where to project our next campaign.
- AdTech helps us view data based on user likes, clicks, and analyze trends among our audience.
- What I don't like about AdTech is that it can sometimes put some people out of a job, as it streamlines work to the point that some on payroll may be...well, unnecessary.
Maybe Google Analytics? But even that doesn't offer the same amount of services as AdTech – and I think that's because this is what AdTech does, and Google is spread a little thin. I use several different platforms, but I did have a lot of fun working with Adtech. Bottom line is, if you're a social media manager and you're tired of using other programs, give AdTech a shot.
October 24, 2017
Brightroll review
The ability to buy video programmatically with the guarantee of low fraud and premium inventory helps us reach the right audiences at the right cost. Reporting is always transparent and targeting is more accurate than traditional programmatic ad market places. Brand safety is also better and more secure than other networks.
- Yahoo audience data give accurate targeting.
- Transparent reporting helps give more control over buys.
- Premium inventory means quality coupled with reach.
- Oath network may give priority to sites on the Yahoo network.
- Reporting interface is clunky and somewhat slow.
- UX seems to take precedence over functionality.
- High ROI in terms of quality content for reasonable reach & cost.
- Expensive when compared to other programmatic networks.
- Lower reach compared to Google.
Brightroll transparent reporting and lower cost was the primary reason that it was selected when compared to the other competitors Tube Mogul from Adobe and Ad Roll. Also Yahoo audience network was more suited to the campaign's need in terms of reach and audience type. The sites in the oath network fell within our audience targeting.