Yahoo chose a sleek, purple-washed Saltbox in Surry Hills to unveil its 2026 Newfronts slate, setting an upbeat tone as the ad tech giant doubled down on automation, first-party data and streaming scale.
A full room of agency leads and brand marketers heard a confident pitch: faster workflows, sharper measurement and partnerships that push Yahoo DSP deeper into premium environments.
Automation and partnerships take centre stage
The event leaned into a “less talking, more doing” narrative, with a major spotlight on locally built campaign automation tools that collapse hours of DSP setup into minutes.
“Yahoo DSP is built to help advertisers make smarter, faster and more connected decisions across every channel,” said Jon Finnie, Vice President of International Sales at Yahoo.
“We’re investing in automation, data and measurement that deliver true business outcomes, not just reach or impressions.”
Head of Yahoo DSP Australia, Maddie Basso, framed the shift as a practical step change. “This year’s Newfront marks a real shift in how marketers approach automation and intelligence,” she said.
“Our 2026 focus is on practical innovation by giving marketers more control, more time back, and better visibility into what’s working across every channel.”
Jon Finnie, Vice President of International Sales at Yahoo
Retail media and streaming scale up
The biggest reveal was a new partnership with Endeavour Group’s MixIn Retail Media Network, bringing real-world purchase data from brands including Dan Murphy’s and BWS into omnichannel campaigns.
It’s a meaningful move into commerce media at scale, tying in-store behaviour to digital activation.
Streaming proved another crowd-pleaser: advertisers will gain direct DSP access to Netflix, programmatic audio through Spotify’s ad exchange and ESPN on Disney+ once it lands in Australia.
The integrations strengthen Yahoo’s CTV and audio stack, supported by Yahoo ConnectID for identity and frequency control.
Head of Yahoo DSP Australia, Maddie Basso
Measurement gets sharper
Yahoo also flagged expanded measurement capability, including incremental lift testing, MMM integrations with Mutinex and new clean-room collaborations with Snowflake.
The goal: proving media impact through verified first-party data and real-world outcomes.
With a polished delivery, a packed room and plenty of Yahoo-purple branding subtly (and not so subtly) on show, the message was clear.
Yahoo is betting on simplicity, sophistication and speed to win marketer confidence in 2026 – and it wants to take the industry with it.