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.…
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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
(1-6 of 6)Companies can't remove reviews or game the system. Here's why
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
April 26, 2022
An excellent alternative to Google Ads
New client acquisition is only one of several business issues that I'm working on. New clients have come to me at a very low-cost thanks to Yahoo Search, and that's been a huge help. Prospecting can also benefit from predictive audience features. The procedure of retargeting is also basic. Yahoo Gemini allows our company to display advertisements on Yahoo search results, which is essential for gaining new customers and is good for business.
- For any other marketing initiatives, Yahoo! is an excellent supplement.
- Since many individuals see our ads, the return on investment (ROI) is rather good for us.
- It's a simple system to utilize in terms of inventory management, branding, and other aspects of customer support.
- A more user-friendly interface is needed because the current one is difficult to use.
- In comparison to Google Ads, Search Ads see substantially less traffic.
- I found the system to be substantially sluggish than any other platform I had ever utilized.
At the trading desk I work at, we use the Verizon tool to create programmatic media ads. We create campaigns for all of Brazil and some countries in Latin America and North America. We approach large companies from all sectors of the market, they send all the necessary material (creative, segmentation, user interests, copy) and from there, the responsible team accesses the tool to implement advertising campaigns.
- Lots of targeting options for campaigns.
- Intuitive tool.
- Leaves a lot of freedom for the analyst to develop campaigns.
- Higher inventories for audience targeting
- Greater effectiveness in the delivery of ads, as delivery takes place in many disqualified domains
- More dynamism to achieve better performance in campaigns
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.
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.
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.