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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 inventory, the traditional buying route for the programmatic supply chain.
At launch, Backstage includes over 100 publishers, including A+E Networks, Dotdash Meredith, Raptive, The Arena Group, Vizio and Newsweek, and Yahoo’s owned and operated media properties.
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