Burberry ties with Yahoo and Dentsu Aegis for programmatic ad trading push

Fashion house Burberry has struck a tie-up with Yahoo and Dentsu Aegis as part of its ongoing strategy to push further into programmatically traded advertising as part of its brand marketing.

The campaign, which launched yesterday (24 November) across Yahoo’s homepage in the UK, Germany, France, Italy and Spain, featured a range of exclusive ad formats all traded via Adform’s demand side platform (DSP).

It marked the first time a brand has bought all premium, rich-media homepage inventory programmatically on Yahoo on the same day in multiple markets, according to the content platform.

The move comes as a result of Yahoo having opened up a new slate of premium ad formats to be traded programmatically, and formed part of plans to simplify the brand's programmatic value chain and therefore reduce costs, by working via a single DSP, rather than multiple ones.

Nick Hugh, vice-president of audience network and programmatic platforms, Yahoo EMEA, described programmatic selling as “key” to the future of digital media.

“This availability of rich media formats represents the next step in our evolution. All of our inventory, including our most premium formats, is now available programmatically, offering brands the chance to run fully programmatic campaigns cross-market," he said.

Meanwhile Curtis Nishijima, global vice-president of commercial development and operations for Amnet, said the trading desk “continually re-engineers” its approach to innovation in the programmatic trading environment.

“By leveraging Adform’s DSP capabilities to access exclusive rich media placements across premium publishers such as Yahoo, we are able to deliver on behalf of Burberry, a truly digital first client. This partnership demonstrates how we collaborate with best in class partners to transform global marketing initiatives and unlock the potential of delivering campaigns in a programmatic manner at scale.”

The homepage takeover ran for a day, and Burberry will continue with regular display ads across Yahoo.

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