Item: Yahoo DSP
Rating: 7
Author: Christian Gesú De Andrade Trillo

Use Cases and Deployment Scope

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.

Pros and Cons

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

Return on Investment

We had more customer adhesion through the results obtained by the campaigns we ran in the tool
We increased the number of campaign renewals by 65%
We decrease customer churn because the tool offers unique segmentation options

Alternatives Considered

Google Analytics, Facebook Business Manager (formerly Pages Manager), LinkedIn Marketing Solutions and Google Ads (formerly AdWords)

All are advertising tools, insights, reports, advertising, analysis, which help in our daily lives for the implementation of customer campaigns, each one offers different options, without them, the company would not really survive because our focus is on programmatic media and performance. We show exponential growth because they all combine to provide us with a wide range of options that cover the needs of advertisers.

Key Insights

Do you think Yahoo DSP delivers good value for the price?

Not sure

Are you happy with Yahoo DSP's feature set?

Did Yahoo DSP live up to sales and marketing promises?

Yes

Did implementation of Yahoo DSP go as expected?

Yes

Would you buy Yahoo DSP again?

Likelihood to Recommend

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.

Verizon can still improve more and offer us better performance.

Overall Satisfaction with Verizon Media Ad Platform (Brightroll, One by AOL, Yahoo Gemini)(formerly Oath)