Yahoo DSP has launched In-Flight Outcomes (IFO) in the UK and Europe, allowing advertisers to connect programmatic media to real-world business outcomes including purchase data in order to auto-optimise campaigns in real time.

In-Flight Outcomes on Yahoo DSP tackles the challenge of data fragmentation, where performance data lives in silos, measurement is delayed, and sensitive data is difficult to connect safely. Drawing on the Yahoo DSP broad purchase and visitation data, alongside advertiser first-party data and trusted measurement partners, the solution gives advertisers the flexibility to measure and optimise campaigns across a wide range of industries and business outcomes, from consumer retail, travel, and automotive to home improvement and fashion.

Yahoo In-Flight Outcomes securely brings together live outcome signals, including purchase receipts, and feeds them directly into Yahoo Blueprint Performance, the Yahoo DSP AI-powered optimisation engine, enabling automatic, timely in-flight optimisation based on real business results. Rather than waiting until a campaign has ended to understand what worked, In-Flight Outcomes uses Yahoo Blueprint to continuously optimise campaigns through automated decisions that would be impossible to achieve manually at scale.

"Advertisers are seeking greater accountability from their media investments, but they shouldn’t have to wait for the campaign to end to view its impact," Alice Beecroft, senior director of global strategy & partnerships at Yahoo DSP, said. "Launching In-Flight Outcomes builds on our years of experience creating an effective ad delivery platform, which now allows marketers to access insights into what drives results and where there is scope for improvement."

"In-Flight Optimisation cuts down the feedback loop from weeks or months to a matter of hours, allowing marketers to optimise campaigns, increase ROI, cut out wastage, and better identify core customers. Whether it's retail media, CTV or AI-powered ads, we’re enabling advertisers to make better decisions while campaigns are still running," Beecroft said.

Yahoo In-Flight Outcomes supports a wide range of business objectives, including product and category lift for CPG brands, linking media exposure to sales and alongside store visits for retailers and QSRs, and supporting broader measurement across TV and CTV campaigns. Retail Media Networks can also use Yahoo DSP to validate audiences, extend offsite reach, and deepen campaign measurement through In-Flight Outcomes and Yahoo Blueprint.

Yahoo In-Flight Outcomes auto-optimises against multiple campaign variables, including geography, time of day, frequency, creative, and algorithmic propensity to act, rather than relying on basic site-level bid multipliers. Plus, Yahoo In-Flight Outcomes uses bespoke algorithms for each partner rather than a single shared optimisation model, allowing partners to retain control over how their data is used.

The launch of Yahoo In-Flight Outcomes in the UK and Europe continues the Yahoo DSP investment in AI-powered advertising solutions, giving advertisers faster access to meaningful measurement, automated optimisation, and stronger business outcomes.

Yahoo

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