Yahoo has chosen Amazon Web Services (AWS) as its preferred public cloud provider for its advertising technology business, Yahoo Ad Tech, according to an announcement made at AWS re:Invent by Amazon Web Services (AWS), a subsidiary of Amazon.com, Inc.. Building on its long-standing partnership with AWS, Yahoo Ad Tech is moving all of its advertising technology workloads from its on-premises data centres to AWS, including its media-buying and supply-side platforms, analytics, and identification solutions and products. The move is a component of the company’s continuing digital transformation strategy, which aims to save expenses associated with IT infrastructure, revamp the way its advertising business is run, and create more specialised and immersive solutions to help businesses engage with their target audiences.
Scale, inventory, and effectiveness for advertisers and agencies are being improved
Through its advertising software platform, which enables advertising publishers, brands, and agencies to upload creative and automate media-buying across an inventory of mobile, web, and TV channels, Yahoo Ad Tech reaches more than 540 million people globally. The Yahoo Ad Tech platform leverages compute-optimized instances from Amazon Elastic Compute Cloud (Amazon EC2), powered by processors made by Amazon Web Services (AWS), to give publishers, ad agencies, and brand customers insights on the performance of real-time advertising. As a result, it takes less time to provide the insights that advertisers need to reach the relevant consumers at the right moments and in the appropriate formats.
Increasing the effectiveness of advertising and publisher revenues
In addition to giving marketers a platform to reach consumers, the Yahoo Ad Tech platform offers media owners and publishers an ad-decisioning engine to help them draw in advertisers and manage their ad business. Thanks to AWS’s well-established worldwide infrastructure and wide range of cloud capabilities, which include analytics, compute, machine learning (ML), serverless, and storage, Yahoo will be able to quickly develop new features for its ad tech platform. By enhancing real-time ad-bidding, enhancing measurement capabilities, and fine-tuning ad inventory and effectiveness, Yahoo will support its publisher partners in determining the best mix of advertising while also luring in new brands.
For its advertiser and publisher customers, Yahoo Ad Tech is enhancing advertising effectiveness, personalisation, and engagement by shifting its key data platform to AWS as part of its cloud migration. Yahoo Ad Tech will create a centralised data lake using Amazon Simple Storage Service (Amazon S3) to store hundreds of petabytes of data. By utilising the data lake, Yahoo Ad Tech will be able to eliminate data silos and access AWS analytics capabilities like Amazon EMR and Amazon Athena, which are AWS’s market-leading cloud big data services for processing enormous amounts of data using open-source tools (an interactive query service that makes it easy to analyse data).
In order to comprehend advertising trends, target consumers, and provide ad performance insights throughout its operations, this will facilitate quick analysis of data from a number of sources. In order to streamline its ML pipeline, which currently consists of thousands of models, and improve the company’s capacity to forecast advertising spends, ad inventory, and the efficacy of ad formats, Yahoo Ad Tech intends to use Amazon SageMaker (AWS’s service for building, training, and deploying ML models in the cloud and at the edge).
Utilizing the AWS Designated Virtual Trainer (DVT) programme, Yahoo is training staff members in cloud computing abilities to hasten the adoption of the cloud for Yahoo Ad Tech and create new advertising solutions. Yahoo plans to hold more than 50 instructor-led workshops in 2022 with the aim of giving 2,000 IT staff members a basic understanding of the cloud over the next two years. To support Yahoo’s migration ambitions and foster large-scale innovation, these workshops will assist staff members in developing their abilities in application development, data management, and security.
“By harnessing the power of AWS, we’ll be able to move faster and give our customers what they value most—advertising solutions that provide the right combination of performance, audiences, and revenue growth”, “Running all of Yahoo Ad Tech on AWS provides us with a broad portfolio of world-class services that will allow us to help advertisers achieve the returns they want by providing them with precise audience targeting, while our ad publisher customers are able to scale and monetize their ad space.”
Aaron Lake, senior vice president of Platforms Engineering and chief information officer at Yahoo
“Yahoo is a digital pioneer and a trusted partner for the world’s biggest brands”, “The world’s leading media and digital advertising companies rely on AWS as their cloud provider because we help them deliver performance and drive real growth. We’re excited to help Yahoo accelerate its migration to the cloud and bring innovative solutions that help advertisers serve customers all over the world.”
Matt Garman, senior vice president of Sales, Marketing, and Global Services at AWS