Yahoo DSP and SBS have partnered to give Australian advertisers direct access to SBS’s premium video inventory through Yahoo Backstage.
The integration brings SBS’s full inventory into Yahoo DSP, spanning Broadcast Video on Demand (BVOD), across Connected TV (CTV), desktop and mobile environments. Yahoo Backstage is Yahoo’s direct-to-publisher pathway that provides a new and streamlined path to premium supply.
Advertisers can now plan, activate and measure exposure across omnichannel campaigns through a single buying programmatic pathway.
The Backstage partnership provides marketers with new direct programmatic channels to reach SBS’s audience of contemporary Australians. SBS is Australia’s multicultural and First Nations public broadcaster and reaches more than 12 million Australians every month.
Yahoo DSP head of supply partnerships Alba Marco said: “Yahoo Backstage makes it easier for advertisers to connect directly with one of Australia’s most diverse and engaged audiences through SBS.
“We’re excited to partner with SBS because it brings its premium video inventory closer to demand through Yahoo Backstage. The programmatic supply chain often creates unnecessary distance between buyers and quality publishers like SBS. Backstage was built to close that gap – giving both sides full end-to-end transparency from activation through to delivery.”
Yahoo DSP senior programmatic manager Deborah Sadler added: “This partnership makes it easier for Yahoo DSP advertisers to connect with SBS’s premium and unique audiences. As demand for premium video grows, greater access and transparency are critical for both advertisers and publishers.
“SBS has always focused on connecting communities through content that reflects their lives. This partnership simplifies how advertisers reach those audiences, making access to our premium video more seamless and transparent.”
The addition of SBS further strengthens Yahoo Backstage’s growing publisher ecosystem, which now includes more than 150 domains globally, including Roku, Samsung, Paramount and Warner Bros. SBS has also joined local broadcast and streaming services such as Foxtel, Vevo, FetchTV and LG as part of Yahoo DSP’s expanded CTV offering.
