Yahoo Advertising partnered with Innervate to develop its own full-stack, data-powered ad creative solution, dubbed Yahoo Creative. The solution works across the Yahoo Demand-Side Platform (DSP) and will be interoperable with other advertising technology platforms.

Powered by AI, Yahoo Creative tailors creative executions across the open web based on the individual viewing the ad. It utilises Yahoo's identity solutions based on their logged-in database of more than 50 million users in Australia and Southeast Asia, operating across Connected TV (CTV), mobile, display, Digital Out of Home (DOOH) and more channels.

Chief Revenue Officer at Yahoo, Elizabeth Herbst-Brady, said: “In today’s cookie-less landscape, dynamic, relevant, and engaging creative is critical for campaign success. Yahoo Creative represents a major technological advancement, combining AI, data, and human expertise to usher in a new era of creative for advertisers. It empowers brands to achieve greater personalisation and engagement, driving superior campaign results.”

Yahoo Creative is available globally and is connected with the Yahoo DSP but can also be leveraged by advertisers with other DSP or media-buying platforms.

Vice President and Head of Yahoo Creative, Tony Gemma, said: “Yahoo Creative represents a key advancement in creative within our industry. By bringing together Innervate’s cutting-edge technology, and integrating our robust data and creative services, Yahoo Creative is transforming the potential for creativity, and delivering superior results for advertisers.”

At its US market launch, brands like Princess Cruises and agencies such as global omnichannel media agency Assembly are already actively using Yahoo Creative.

Assembly VP of Programmatic, Jack Politis, said: “The development of Yahoo Creative is an exciting continuation of their efforts to give creative the attention it deserves in programmatic advertising. Integrating dynamic and full-stack capabilities into their DSP, while still making it available elsewhere and future proofing it by tying its decision-making to its robust first-party dataset, makes it a very attractive prospect."

Vice president of integrated marketing and media planning at Princess Cruises, Marie Lee, said: “Yahoo Creative is a valued partner that enables our brand to scale our creative capabilities further. The combination of Yahoo’s advanced technology and targeting with Yahoo Creative is a powerful tool as we continue to harness the power of digital marketing to drive demand to our iconic brand.”