Yahoo’s CES Highlights: Key Insights for Canadian Marketers

Written By: Jon Finnie, Head of International Sales, Yahoo Ads

With a growing suite of features and strategic partnerships, Yahoo is positioning itself as an integral player in digital advertising—offering Canadian brands new ways to engage with their audiences. Whether it’s reaching financial professionals on Yahoo Finance, engaging sports fans on Yahoo Fantasy, or optimizing TV ad strategy, Yahoo provides Canadian marketers with the tools and insights they need to connect with the right audience at the right time.

Here’s an overview of some of Yahoo’s recent announcements at CES and what they mean for Canadian advertisers:

1. Canada’s Strong Affinity for Yahoo

Yahoo isn’t just a destination on the internet – it is the internet. With unmatched combination of first-party data, Yahoo Ads puts brands in front of millions of the right people at the right time, with the right creative. Yahoo’s reach in Canada is undeniable, and it continues to grow. In fact:

• 8 out of 10 Canadians use Yahoo.
• 94% of Canadians trust Yahoo for quality content.
• Yahoo Finance is Canada’s top source for financial news with 11 million unique monthly users and the go-to place among Canadian C-suite executives.
• Yahoo Fantasy is the #1 ranked fantasy sports property in the country.

2. Yahoo’s first-of-it-is-kind partnership with Roku

Through a new collaboration with Roku, Yahoo DSP (Demand-Side Platform) offers Canadian advertisers access to Roku’s growing CTV audience. This partnership allows Canadian advertisers to leverage advanced targeting capabilities and maximize their campaigns in the growing CTV space. Key features of the partnership include:

• Yahoo ConnectID Integration, offering more precise targeting while maintaining a privacy centric approach.
• Exclusive access to Roku’s Data Cloud, enabling advertisers to reach new audiences that are typically hard-to-engage through traditional linear TV. Yahoo DSP will be the first demand-side platform with direct access to these unique audiences.
• Yahoo Backstage Activation, providing direct access to Roku’s premium CTV inventory for enhanced campaign transparency and performance.

3. Expanding Supply Intelligence for Better Campaigns

Developed in collaboration with leading partners Jounce, Peer39, and Scope3, this innovative suite of integrations provides advertisers with actionable insights and tools to optimize their campaigns. These include targeting and reporting across on supply path segmentation, inventory quality, and sustainability—allowing Canadian brands to fine-tune their campaigns and make more informed decisions about where to place their ads.

4. Strengthening Transparency with TAG and ANA Partnerships

In partnership with the Trustworthy Accountability Group (TAG) and the Association of National Advertisers (ANA), Yahoo is working to increase transparency and accountability in the programmatic media supply chain. Yahoo DSP’s participation in the ANA/TAG TrustNet Programmatic Transparency Benchmark offers Canadian marketers greater visibility into the programmatic landscape, from log files to detailed reporting on costs across demand and supply.

5. A Stronger Digital Ecosystem for Canadian Brands

With a strategic partnership with Roku, innovations in supply path optimization, and a commitment to transparency, Yahoo DSP is redefining programmatic advertising by equipping Canadian advertisers with greater choice and control and helping brands navigate the ever- changing digital ecosystem.

About the Author

Jon Finnie is the Head of International Sales, Yahoo Ads, focusing on driving revenue across Yahoo’s consumer properties including Yahoo News, Sports, Finance and its advanced, programmatic advertising platform Yahoo DSP. Jon leads a dedicated team in Canada focused on connecting Canadians with the things they love, while working with global agencies and Canada’s top brands to help them achieve their goals.