Media buyers say Yahoo’s DSP is one to watch

After Yahoo was sold by Verizon Wireless to Apollo Global, many deemed it a trade-down, with exits to private equity often interpreted as a last shot at relevance.

Since that 2021 deal, it has undergone a reputational turnaround among parts of the advertising industry, even if the aggressive advance of another challenger has blunted its momentum.

Most recently, Yahoo’s demand-side platform has become a source of genuine curiosity — and in some cases cautious enthusiasm — among media buyers.

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