Yahoo Advertising is enabling improved targeting and measurement for advertisers across a range of CTV platforms including NBCUniversal, Paramount and Tubi. Yahoo ConnectID serves addressable environments.  For non-addressable environments, Next-Gen Solutions treats known Yahoo ConnectID users as a panel audience to infer strategies for targeting and optimization.

Break out those disco tapes: media mix modeling is cool again.  The latest entrant is FutureSight.online, which has just released a version aimed at mid-market brands with mid-market budgets.  The advantage of the technique is it works without third-party cookies or any other individual-level data.

Just over half of consumers (54%) like to receive personalized messages because they show the consumers are known to the brand, plus they can be time savers. The rest (46%) find it at best unimportant, at worst creepy. Relevance far outstrips personalization when it comes to driving email opens (54% vs. 19%). Takeaway: treat each customer the way they prefer.