Yahoo DSP has launched In-Flight Outcomes (IFO) in Australia, allowing advertisers to connect programmatic media to real-world business outcomes including purchase data in order to auto-optimise campaigns in real time.
In-Flight Outcomes on Yahoo DSP tackles the challenge of data fragmentation, where performance data lives in silos, measurement is delayed and sensitive data is difficult to connect safely. Drawing on the Yahoo DSP broad purchase and visitation data, alongside advertiser first-party data and trusted measurement partners, the solution gives advertisers the flexibility to measure and optimise campaigns across a wide range of industries and business outcomes, from consumer retail, travel and automotive to home improvement and fashion.
Yahoo In-Flight Outcomes securely brings together those live outcome signals through Yahoo ConnectID, the Yahoo DSP identity solution that links omnichannel ad exposure to real-world outcomes.
Those signals, including purchase receipts, are then fed directly into Yahoo Blueprint Performance, Yahoo’s DSP AI-powered optimisation engine. Rather than waiting until a campaign has ended to understand what worked, In-Flight Outcomes uses Yahoo Blueprint to continuously optimise campaigns whilst live, through automated decisions that would be impossible to achieve manually at scale.
“Australian advertisers are under increasing pressure to prove every media dollar is driving tangible business outcomes and Yahoo In-Flight Outcomes is a fantastic new tool to help them achieve this,” said Maddie Basso, head of Yahoo DSP Australia.
“By cutting down the feedback loop from weeks or months to days and hours and dynamically optimising campaigns, it increases ROI, cuts out wastage and identifies the most likely customers for your business across the open web.
“As Australian brands invest more heavily in retail media, connected TV and AI-powered advertising, marketers need faster, more actionable insights that help them optimise spend while campaigns are live. That’s exactly what In-Flight Outcomes delivers.”
In-Flight Outcomes can support a range of campaign goals. CPG brands can measure product and category lift, while retailers and QSRs can link ad exposure with sales and store visits. It also supports measurement across TV and CTV. Retail Media Networks can use Yahoo DSP to validate audiences, reach them offsite and deepen campaign measurement through In-Flight Outcomes and Yahoo Blueprint.
Each partner’s purchase data is used to tailor how campaigns are optimised. This can include adjusting audience targeting, geography, time of day, frequency and creative, while partners retain control over their data and how it is used.
The launch of In-Flight Outcomes in Australia continues the Yahoo DSP investment in AI-powered advertising solutions, giving advertisers faster access to meaningful measurement, automated optimisation and stronger business outcomes.
