Yahoo announced its APAC-wide partnership with Near, one of the world’s largest sources of privacy-led intelligence on people, places and products.
The integration enables advertisers across the APAC region to increase performance on campaigns by targeting and retargeting more precisely when using Yahoo’s demand-side platform (DSP).
Through the partnership, Yahoo’s clients will have access to more accurate campaign measurement and attribution, as well as a complete offline-online view of audiences.
The expansion follows the successful partnership across Australia and New Zealand that launched in 2020. Nearly 40 advertisers have since adopted the integration into their campaigns and achieved outstanding results.
Results include Big W’s ‘Toy Mania’ Artificial Reality (AR) omnichannel campaign which captured a 48% uplift in in-store visits and a 16% lift in add-to-cart conversions from users exposed to the campaign’s ads.
Meanwhile, Westfield New Zealand’s in-store campaign saw a 22% uplift in mall visitations from exposed users.
Dan Richardson, head of data ANZ at Yahoo, said: “Our partnership with Near has been pivotal in the growing demand for the Yahoo DSP across Australia and New Zealand. We’ve seen increased adoption of emerging channels such as digital out-of-home and immersive formats within campaigns because this data intelligence gives marketers the confidence to target effectively, measure accurately and understand attribution across the consumer journey.”
“Near’s rich audience insights adds that extra boost to our omnichannel DSP and existing direct consumer relationship with almost 900 million people globally. Having seen so much success in the ANZ markets already, we’re excited to bring these capabilities to advertisers across the APAC region,” he added.
Shobhit Shukla, co-founder, Near commented: “We’re excited to expand our partnership with Yahoo to help advertisers across APAC harness the power of privacy-led data intelligence to optimise their omnichannel campaigns.
“Early successes have shown that the combination of Near’s real-world signals, Yahoo’s first-party data and omnichannel DSP give advertisers the leverage and actionable insights they need to make better decisions to drive impactful omnichannel campaigns,” he added.