Yahoo Advertising announced strategic partnerships with FreeWheel, Magnite for its streaming ad server SpringServe, and Publica by IAS, to enable direct server-to-server connections with direct-to-publisher offering Yahoo Backstage. The move allows connected TV (CTV) publishers to more seamlessly extend their premium inventory through Yahoo Backstage. It also further solidifies Yahoo Advertising’s commitment to optimizing media investments for its growing roster of Fortune 500 advertisers, especially across one of today’s fastest-growing channels, CTV. “Our partnerships with FreeWheel, Magnite, and Publica by IAS enable us to provide greater value to both advertisers and publishers within the Yahoo DSP,” said Elizabeth Herbst-Brady, Chief Revenue Officer, Yahoo. “In an increasingly complex digital landscape, creating instant connections, maximizing efficiency, and ensuring transparency are paramount. We look forward to working with these partners to support our customers, and will continue to seek out ways to optimize together.” Available exclusively through the Yahoo DSP, Yahoo Backstage is a direct path to curated, premium publisher inventory. To date, in addition to Yahoo owned and operated properties like Yahoo Sports and Yahoo Finance, over 100 leading publishers are featured within the offering. Among the 100, Yahoo Backstage includes nearly 40 CTV publishers, the largest representation of direct CTV supply available today. Now live, Yahoo Backstage supports transparency, control, and supply path optimization (SPO), while maximizing media spend and ROI for brands. Read Complete Story: https://martech360.com/mobile-tech/digital-advertising/yahoo-backstage-boosts-ctv-capabilities-with-freewheel-magnites-springserve-and-publica-by-ias-integrations/