Maddie Basso.Yahoo DSP Australia has unveiled the next wave of its innovations at its 2026 Newfront event. The adtech company said it is doubling down on efficiency, intelligence and performance for marketers by rolling out a commerce media partnership with Endeavour Group’s MixIn Retail Media Network and new campaign automation tools.
The announcements join expanded premium partnerships with Disney+, Netflix and Spotify, alongside deeper measurement integrations and clean-room collaborations that strengthen Yahoo DSP’s position as one of the most comprehensive advertising platforms in the market.
“Yahoo DSP is built to help advertisers make smarter, faster and more connected decisions across every channel. We’re investing in automation, data and measurement that deliver true business outcomes, not just reach or impressions,” said Jon Finnie, VP of international sales at Yahoo.
“Partnerships like MixIn and Netflix and our new automation tools demonstrate our commitment to meeting marketers where they are today and helping them move confidently into what’s next.”
Australian lead Maddie Basso added: “This year’s Newfront marks a real shift in how marketers approach automation and intelligence. With campaign automation tools, our partnership with MixIn, and new streaming and measurement integrations, we’re making campaign creation faster, smarter, and more intuitive. Our 2026 focus is on practical innovation by giving marketers more control, more time back, and better visibility into what’s working across every channel.”
Commerce media levels up
In one of the most significant commerce media plays, Yahoo DSP has partnered with MixIn, the Retail Media business arm of Endeavour Group, to bring real-world purchase data to omnichannel campaigns at scale.
The MixIn Retail Media Network spans some of Australia’s most recognised brands including Dan Murphy’s and BWS across a national network of over 1,600 stores.
The partnership allows advertisers to run campaigns through Yahoo DSP that harness the power of MixIn’s data network, combining online and offline purchase insights with Yahoo’s advanced targeting and measurement capabilities.
For alcohol brands, this means activating audiences at the point of intent. For non-alcohol brands, it’s a powerful way to reach consumers based on social behaviour, location and cultural connection. The result: campaigns that connect with relevance and precision, powered by real purchase signals at a national scale.
Simpler campaign building
Developed in Australia, Yahoo DSP’s campaign automation tool transforms how it partners with agencies to build campaigns, reducing tasks that once took hours to just minutes.
This tool automates campaign packaging, targeting, deal mapping, budgeting and creative uploads, allowing agencies to move from briefing to live campaigns faster than ever before. Designed for omnichannel activation, it supports CTV, online video, display, DOOH, high-impact formats and audio – all from a single brief.
By removing the manual build process, the campaign automation tool ensures consistency, speed and accuracy across every channel, freeing teams to focus on creative strategy and optimisation.
Expanding reach across Netflix, Disney+, Spotify
Yahoo DSP has expanded its access to premium environments through innovative direct integrations, offering advertisers a more efficient and transparent path to supply. These integrations provide new opportunities to engage audiences across high-attention, brand-safe platforms, directly from the DSP, with no intermediaries.
The Netflix partnership represents a major strategic expansion, aligning Yahoo DSP with one of the world’s leading entertainment services. Advertisers can now access Netflix’s premium inventory, extending Yahoo DSP’s ability to deliver reach, performance and impactful storytelling across premium video environments.
The integration of the Spotify Ad Exchange (SAX) connects Yahoo DSP to the world’s most popular audio streaming subscription service. With this strategic partnership, Australian advertisers now have direct, programmatic access to Spotify’s high quality audio, video and display formats across music and podcast inventory. Campaigns can be seamlessly planned, activated and measured within Yahoo DSP alongside display, video and CTV, bringing audio into the core of omnichannel strategy. Enhanced by Yahoo ConnectID, the integration uses first-party data on SAX, enabling advertisers to deliver precise targeting, frequency management and measurement across Spotify campaigns with the same consistency as other digital formats.
Yahoo DSP will also have access to ESPN on Disney+ inventory when it launches in Australia in the coming months, expanding the number of premium Connected TV publishers available to advertisers. The integration enhances omnichannel video capabilities, helping brands engage streaming audiences within trusted, high-quality entertainment environments.
Smarter measurement
Yahoo’s measurement suite has taken a major step forward with our Incremental Lift Measurement studies, demonstrating incremental sales, store visits and search results powered by Yahoo’s first-party data.
Expanded Marketing Mix Modelling (MMM) integrations with partners like Mutinex and new collaborations with data clean rooms including Snowflake give marketers greater visibility into performance across channels.
These developments enable advertisers to securely connect their customer data with Yahoo DSP’s ecosystem, delivering a clearer picture of campaign effectiveness, from media exposure to real-world outcomes.
The Yahoo DSP innovation roadmap continues to evolve, with automation and AI-led intelligence shaping its 2026 focus.
Backed by one of the most comprehensive consumer data footprints and expanding partnerships across streaming, commerce and media, Yahoo DSP said it is paving the way for smarter, privacy-first advertising.
