Yahoo will become DirecTV’s exclusive one-stop demand-side platform for programmatic TV ad buyers.
Why it matters: The deal aligns with efforts to make TV ad buying easier and targeted to individual consumers. It also unites two players that have undergone massive change lately.
Private equity pairing: Last year, Verizon sold Yahoo to Apollo Global Management, and AT&T spun off DirecTV in a deal with TPG.
Details: Yahoo’s demand-side platform now reaches 25 million addressable TV households,…
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