Yahoo, the premier global media and technology company, has announced an APAC-wide partnership with Near, one of the world’s largest sources of privacy-led intelligence on people, places, and products.
This alliance brings together the strengths of Near’s unique location intelligence data with Yahoo’s omni-channel demand-side platform (DSP) and suite of identity solutions for cookieless advertising.
This partnership builds on the year-long alliance between Yahoo and Near in Australia and New Zealand (ANZ), which delivered strong results for Yahoo’s clients in that region. It will integrate Near’s privacy-by-design data set of people's behaviour in the real world and its AI solutions into Yahoo’s DSP, complementing Yahoo’s suite of identity solutions - Yahoo ConnectID and Next-Gen Solutions.
In an increasingly omni-channel world, where consumers routinely move between online channels and offline environments, marketers continue to deal with fragmentation of their customer view across channels, between online engagement and real-world store visits.
Yahoo's APAC partnership with Near will bring a unified view to bridge the gap in online and offline targeting, attribution, and measurement, solving a key pain point for marketers. Brands can now measure all digital marketing delivered via Yahoo’s ad platforms, regardless of the channel or creative, against online engagement or store traffic, within the same campaign. This benefit will be critical for advertisers to identify incremental audiences and craft the right channel mix as they connect the dots in omni-channel audience activation and campaigns.
“Our partnership with Near has been pivotal in driving the success of the Yahoo DSP in ANZ, particularly for emerging channels such as digital out-of-home (DOOH) and immersive experiences with augmented reality (AR), enabling effective targeting, measurement, and attribution of consumers across all channels. The benefits of Yahoo’s omni-channel DSP and our direct consumer relationship with nearly 900 million people globally, combined with Near’s rich insights and actionable intelligence, can now empower advertisers across the wider APAC region to steer the success of omni-channel campaigns,” said Dan Richardson, head of data ANZ at Yahoo.
A series of campaigns across ANZ leveraged Near’s data through the Yahoo DSP to report performance uplifts through precise targeting and retargeting across channels, with accurate campaign measurement, attribution, and a complete offline-online view of audiences.
Successes include BIG W’s 'Toy Mania' AR omni-channel campaign, which captured a 48% uplift in in-store visits and a 16% lift in add-to-cart conversions from users exposed to the campaign’s ads, and Westfield New Zealand’s in-store campaign, which saw a 22% uplift in mall visitations from exposed users.
“We are excited to expand our partnership with Yahoo to help advertisers across APAC harness the power of privacy-led data intelligence to optimise their omni-channel campaigns. Early successes have shown that the combination of Near’s real-world signals, Yahoo’s first-party data, and omni-channel DSP give advertisers the leverage and actionable insights they need to make better decisions to drive impactful omni-channel campaigns,” said Shobhit Shukla, co-founder, Near.
The location-based targeting and measurement solutions, and Near’s data set, are now available for activation in the Yahoo DSP across APAC, including Singapore, Hong Kong, Japan, and India.