Yahoo’s senior director for programmatic and audience solutions, EMEA, Dora Michail tells M&M Global how the BrightRoll DSP differs from rival products on the market.
PARTNER CONTENT: When you think about digital marketing, are your platforms making it easier to buy display, video and native ads? Or are you sometimes left wondering where your spend has gone?
Alex Brownsell: “Hello my name is Alex Brownsell, I’m the editor on M&M Global. I’m delighted to say I’m joined by Dora Michail, who is the senior director for programmatic and audience solutions at Yahoo EMEA. We’re here at the company’s London headquarters to talk about Yahoo’s BrightRoll offering. Dora, can you tell us a little bit about BrightRoll?”
Dora Michail: “Absolutely. For advertisers and for agencies, BrightRoll is essentially Yahoo’s programmatic ad technology brand. Primarily we focus on the BrightRoll DSP. The DSP is media agnostic, multi-channel and cross device – it’s very much driven by Yahoo’s data in terms of targeting and audiences, exclusively available within our DSP.”
AB: So what makes the DSP different from others on the market?
DM: “I think it’s important to recognise that not all DSPs are created equal. What defines and differentiates our DSP is very much Yahoo’s data. Yahoo has one billion users globally – 165 billion daily data points, 50 billion of which are in EMEA. I understand that those are big numbers and often that doesn’t really mean very much to a buyer but what we essentially help brands understand is who their consumers are.
“We do that through the variety of different consumer products that Yahoo has to offer. So if you think about Yahoo Mail, imagine being able to know exactly whom the group of users are who are going to the next summer festival or going to see the next summer blockbuster. Being able to target those users is incredibly powerful. It’s all anonymised, of course, but essentially it creates a lot of power for the brand to be able to target the type of consumer that they’re interested in.
“You also have the Yahoo Search product, which really helps in the understanding of commercial purchase intent – what users are interested in buying, where they’re interested in flying and what brands they’re engaging with and searching for online. We’ve also got social signals from Tumblr – what are Tumblr users doing with their Tumblr blogs? What brands are they engaging with? What are they loving based on what’s happening within the Tumblr universe? What content is consumed – what are our consumers reading? All of this is really powerful.
“You can then underpin this with what we know about mobile and users when they’re on their mobile. It’s really hard to track what users do on their mobiles and check that against their desktop activity and tablet activity, but with our purchase of Flurry a few years ago we were able to create a really robust cross device graph, thanks to the combination of data from Flurry, logged-in Yahoo users and device ID mapping. This helps us understand not only what users do on their desktop but how that relates to what they do on their mobile.”