Ozone partners with Yahoo Backstage

Ozone, a premium digital advertising platform built for brands by publishers, has announced a new agreement with Yahoo to offer marketers streamlined, self-serve access to audiences across Ozone’s premium publishers. Yahoo DSP buyers using the direct-to-publisher supply path, Yahoo Backstage, will be able to access Ozone’s UK audience across 20 premium publisher groups.

Ozone says for the first time, self-service buyers using Yahoo Backstage through the partnership will be offered a more direct and efficient gateway to access highly attentive audiences, primed to convert at scale, in the most engaged, journalism-led environments.

Direct connections to DSPs via integrations ensure brands have greater access to more sustainable, addressable, efficient and performant programmatic channels, added Ozone. Providing this capability for Yahoo Backstage offers the DSP’s users access to millions of online consumers in a compliant, privacy-first manner, as well as a wide range of digital display and video advertising formats. Additionally, the engagement and brand visibility associated with premium publisher environments – that put the user experience at the heart of everything they do – will drive greater returns for advertisers, continued Ozone.

In addition to Ozone’s UK portfolio of premium publishers and Yahoo owned and operated properties, Yahoo Backstage features direct connections to over 100 publishers, including A+E Networks, Dotdash Meredith, Newsweek, Raptive, and The Arena Group. Yahoo Backstage supply is fully transparent to Yahoo DSP customers and offered alongside continued access to the industry's top Exchanges, giving advertisers the control to make their own buying choices.

Commenting on the partnership, Ozone COO Danny Spears, said: “We’re delighted to announce this new agreement with Yahoo Backstage, giving brands another way to make more direct, self-service connections with the Premium Web. Partnering with such a globally renowned and influential digital leader – and at such a critical time for our industry, as we embrace the first-party web – further enhances our ambition to help shape the future of digital advertising. We’re excited to launch this deal with another leading DSP creating fewer, better connections that offer scale, transparency and quality supply.”

Steven McHenry, managing director UK at Yahoo, said: “The partnership with Ozone allows us to provide even greater value for advertisers and publishers within the Yahoo DSP. The streamlined nature of Yahoo Backstage along with the premium audience offered by Ozone’s existing partnerships will provide greater accessibility for advertisers as well as the chance to interact with highly engaged audiences from the UK’s leading publishers. Together, we believe that the insights offered through the partnership, in terms of how ads are performing and the potential return on investment, will give advertisers a huge competitive advantage as the importance of first-party data in digital advertising continues to grow.”