Yahoo's 2025 Newfronts event spotlighted new partnerships and product enhancements, marking significant strides in the 30 year old tech company's ongoing evolution.

The annual event was this year spearheaded by the announcement of Afterpay's first-in-market finance-led commerce media network, which Yahoo DSP will support as launch partner. The Afterpay Media Network will allow brands to access Afterpay's unique and privacy-safe shopping insights to better connect with their target audiences across multiple online and physical shopping channels. Through this network, brands will be able to deliver personalised ads, track sales, measure campaign performance, and gain insights to refine their strategies in a much more insightful manner - all in a privacy-first way.

Managing Director AUSEA for Yahoo DSP, John McNerney, said: "As the digital ecosystem gets ever more complex, Yahoo DSP is committed to simplifying it while continually innovating for the future.. Our solutions and new partnerships are focused on fostering meaningful connections between advertisers and customers in a sustainable way, across the open web."

Elsewhere, Yahoo DSP has added new integrations to its cookie-less identity solution Yahoo ConnectID, partnering with News Corp, Seven West Media and The New Daily. Yahoo DSP is now also live across its major SSP partners.

Yahoo is also introducing AI-powered enhancements to its advertising technology tools with Yahoo Blueprint, which is aimed at omptimising performance across channels. The tool is said to deliver a 40% efficiency boost for both branding and performance campaigns by analysing data to drive better results and also supports omnichannel personalisation through Yahoo Creative, a recently launched creative marketing solution helping advertisers tailor their messaging across multiple platforms for more effective engagement.

Clients of Yahoo DSP will also gain access to Fetch TV and Are Media in Q4, with more publishing partnerships set to be announced.

Yahoo has developed PurpleLab, a dedicated research platform, in partnership with Qualtrics. Yahoo has also created Yahoo Unified TV Solutions in partnership with Samba TV, integrating media planning, buying, and measurement across traditional TV and digital channels. The Australian market is the first to have access to this platform, which uses data from real panels that is fraud and AI bot free.

Yahoo has launched Yahoo Backstage, a supply path optimisation (SPO) tool which reduces advertisers' carbon footprints while promoting a more responsible way of advertising.

Director of Commercial and Platforms at Yahoo DSP, Andrew Gilbert, said: "The launch of the Afterpay Media Network and the expansion of Yahoo ConnectID mark major steps forward in our commitment to providing seamless solutions at scale. By integrating AI-driven tools like Yahoo Blueprint and Yahoo Creative, we’re ensuring that advertisers have the technology they need to engage audiences efficiently across all channels."

Director of Data and Insights, AUSEA for Yahoo DSP, Dan Richardson, said: "Data is not just a 'nice-to-have' - it's the driving force behind meaningful brand connections. Our focused investment in delivering localised and scalable data, Identity and insights services is visibly paying off. Tools like Data Maturity Pulse and PurpleLab are a reflection of our dedication to being human and helpful and ultimately help brands deliver real business outcomes. We’re committed to helping our partners turn data into actionable results, making the complex simple and the uncertain clear."

Head of Commercial, Australia for Yahoo DSP, Maddie Basso, said: "We’re continuing to push boundaries and deliver for our clients. In just a few months, I’ve seen more partnerships, launches, and innovation than I could have imagined. We’ve listened to the challenges advertisers are facing, and we’ve built solutions like Yahoo Backstage, Unified Solutions, and Blueprint to help them navigate the complexities of the market. I’m incredibly excited about what’s in store for 2025."