DirecTV-Yahoo Adtech Partnership Addresses Fragmented Digital Video Landscape

DirecTV-Yahoo Adtech Partnership Addresses Fragmented Digital Video Landscape

DirecTV and Yahoo are getting cozy with a strategic partnership to unlock the full potential of addressable TV and streaming inventories.

The tie-up will see Yahoo become the exclusive one-stop demand-side platform for advertisers wishing to access the video programming distributor’s content, permitting different ads to be shown to different households while they watch the same program.

The pairing aims to restore order to an increasingly fragmented TV…


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