Yahoo is releasing Blueprint Performance, its answer to artificial-intelligence-powered media buying tools like Google Performance Max and Meta Advantage+. Only it’s adding a welcomed dose of transparency.
This is the latest update to its AI engine, Yahoo Blueprint, launched in December 2023, which includes features like media buying recommendations in Yahoo’s demand-side platform. Blueprint Performance can now act on those placement recommendations, improving performance.
Over 50 of Yahoo’s advertisers that participated in early Blueprint Performance tests saw a 30% improvement in campaign performance, such as audience targeting acquisition goals, compared to controls, Adam Roodman, Yahoo’s senior vice president of product strategy and management, told ADWEEK.
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