Yahoo’s SPO Push, Backstage, Gives Marketers Direct Access to Publishers Without the SSP

Yahoo is letting advertisers buy publisher inventory directly from its demand-side platform via a new product called Backstage, the tech company’s answer to the industry movement toward supply-path optimization, Yahoo executives exclusively shared with Adweek. Advertisers using Backstage, which will be available in the third quarter, will not need a supply-side platform to access publisher…
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