Yahoo DSP and SBS have partnered to give Australian advertisers direct access to SBS’s premium video inventory through Yahoo Backstage.
Yahoo Backstage is Yahoo’s direct-to-publisher pathway, designed to provide a streamlined route to premium supply.
The integration brings SBS’s full inventory into Yahoo DSP, spanning BVOD, connected TV, desktop and mobile environments.
A direct path to SBS audiences
Advertisers can now plan, activate and measure exposure across omnichannel campaigns through a single programmatic buying pathway.
The partnership is designed to support more unified CTV planning and consistent measurement across SBS’s broadcast and digital inventory.
SBS reaches more than 12 million Australians every month, including one in five who speak a language other than English at home.
Yahoo DSP on the partnership
Alba Marco
Alba Marco, Head of Supply Partnerships at Yahoo DSP Australia, said Yahoo Backstage makes it easier for advertisers to connect directly with SBS audiences.
“Yahoo Backstage makes it easier for advertisers to connect directly with one of Australia’s most diverse and engaged audiences through SBS,” Marco said.
“We’re excited to partner with SBS because it brings its premium video inventory closer to demand through Yahoo Backstage.
“The programmatic supply chain often creates unnecessary distance between buyers and quality publishers like SBS. Backstage was built to close that gap – giving both sides full end-to-end transparency from activation through to delivery.”
SBS on premium access
Deborah Sadler
Deborah Sadler, Senior Programmatic Manager, said the partnership simplifies access to SBS’s premium audiences.
“This partnership makes it easier for Yahoo DSP advertisers to connect with SBS’s premium and unique audiences,” Sadler said.
“As demand for premium video grows, greater access and transparency are critical for both advertisers and publishers.
“SBS has always focused on connecting communities through content that reflects their lives. This partnership simplifies how advertisers reach those audiences, making access to our premium video more seamless and transparent.”
Yahoo Backstage expands
The addition of SBS strengthens Yahoo Backstage’s premium publisher ecosystem, which now includes more than 150 domains globally, including Roku, Samsung, Paramount and Warner Bros.
SBS also joins local broadcast and streaming services, including Foxtel, Vevo, FetchTV and LG, as part of Yahoo DSP’s expanding CTV offer.
The partnership went live in April 2026 and is now available to advertisers in Australia through Yahoo DSP.
Top image: Yahoo DSP X SBS