Yahoo and Starcom Ink Exclusive Data, Content Deal
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In a sign that Yahoo’s relations with agencies are warming, the digital media giant has struck a year-long deal with Starcom that will give the Publicis Groupe media shop exclusive access to Yahoo’s “first-party” data on its visitors as well as to its content studio.
“Yahoo sits on data based on all of its platforms,” Starcom CEO Lisa Donohue said. “Our clients sit on data about their own consumers. So instead of hoping that consumers find content, let’s use the data to create and push online video content out to consumers.”
She explained that for a typical client program, Starcom might look at a combination of client data and Yahoo user data, which could include data from Yahoo mail or its editorial properties focused on areas such as sports and entertainment, to identify existing content or news that’s resonating with specific audiences. Then, working with the Yahoo studio, the agency team would create original video content related to those topics, tweak it to incorporate a client message and distribute it to those targeted audiences across Yahoo channels. Someone be could be shown a pre-roll video ad on Yahoo or one of its partner sites for an insurance brand, for example, based on that person’s recent search queries.
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