About Yahoo DSP
Yahoo DSP is the demand-side platform of Yahoo, giving advertisers programmatic access to display, native, video, audio, and CTV inventory, backed by Yahoo's first-party data from its mail, finance, sports, and news properties. It is one of the largest independent DSPs available to brands outside the walled gardens.
How Prescient AI measures Yahoo DSP
Prescient AI ingests spend and performance data from your Yahoo DSP campaigns and incorporates it into the Marketing Mix Model alongside your other programmatic, social, search, and brand channels. The model measures the incremental revenue Yahoo-bought media drives at the campaign level, independent of the platform's own attribution methodology.
Why measure Yahoo DSP with a Marketing Mix Model
Programmatic reach campaigns influence purchases that happen days later on your site, on Amazon, or at retail, none of which platform click reporting can connect. A Marketing Mix Model quantifies those halo effects, measuring what Yahoo DSP campaigns truly add to revenue, how they interact with the rest of your mix, and where spend saturates. Brands get a comparable incremental read across every DSP and walled garden they buy through.
