Yahoo has today announced an APAC-wide partnership with Near, one of the world’s largest sources of privacy-led intelligence on people, places and products.
The integration enables advertisers across APAC to increase performance on campaigns by targeting and retargeting more precisely when using Yahoo’s demand-side-platform (DSP).
Through the partnership, Yahoo clients now have access to more accurate campaign measurement and attribution plus a complete offline-online view of audiences, crucial in today’s fragmented world.
The expansion follows a successful partnership across Australia and New Zealand that launched in 2020. Nearly 40 advertisers have since adopted the integration into their campaigns and achieved outstanding results, including BIG W’s “Toy Mania” artificial reality omnichannel campaign, which saw a 48 per cent uplift in in-store visits and a 16 per cent lift in add-to-cart conversions from users exposed to the campaign’s ads.
Westfield New Zealand’s in-store campaign also saw a 22 per cent uplift in mall visitations from exposed users.
“Our partnership with Near has been pivotal in the growing demand for the Yahoo DSP across Australia and New Zealand,” said Yahoo’s head of data ANZ, Dan Richardson.
“We’ve seen increased adoption of emerging channels such as digital out-of-home and immersive formats within campaigns because this data intelligence gives marketers the confidence to target effectively, measure accurately and understand attribution across the consumer journey.
“Near’s rich audience insights adds that extra boost to our omnichannel DSP and existing direct consumer relationship with almost 900 million people globally. Having seen so much success in the ANZ markets already, we’re excited to bring these capabilities to advertisers across the APAC region.”
Near co-founder, Shobhit Shukla, said the company was “excited” to expand its partnership with Yahoo to help APAC advertisers harness privacy-led data intelligence to optimise their omnichannel campaigns.
“Early successes have shown that the combination of Near’s real-world signals, Yahoo’s first-party data and omnichannel DSP give advertisers the leverage and actionable insights they need to make better decisions to drive impactful omnichannel campaigns,” he added.
The location-based targeting and measurement solutions and Near’s data set are now available for activation in the Yahoo DSP across APAC, including Singapore, Hong Kong, Japan and India, as well as Australia and New Zealand.
