Circana, LLC has boosted its long-term partnership with Yahoo. They linked their Campaign Conversion Feed (CCF) to the Yahoo Demand-Side Platform (Yahoo DSP). This change enables advertisers to measure outcomes with greater accuracy during campaigns. This partnership helps brands improve digital campaigns at the household level. It offers better precision, speed, and insight.
With the CCF integration, advertisers using Yahoo DSP can now leverage a more dynamic optimization framework that blends Circana’s advanced campaign measurement capabilities with Yahoo’s scalable advertising technology. This combination empowers brands to refine their campaign strategies in near real time-gaining access to timely performance data that enables smarter, faster decision-making while campaigns are still active.
“Circana’s Campaign Conversion Feed being available on Yahoo DSP represents an important milestone in our partnership,” said Dave Slowik, executive vice president of Global Media at Circana. “By integrating this advanced optimization capability, we’re not only innovating but also deepening the value we offer to advertisers – giving them the tools to measure and act on campaign performance at a granular level, all in real time.”
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Yahoo DSP continues to reinforce its position as a leader in omnichannel advertising, offering marketers a sophisticated ecosystem to analyze, activate, and optimize their media strategies. The addition of Circana’s CCF aligns with Yahoo’s broader vision of empowering advertisers with trusted data and actionable insights that fuel more effective campaign planning and execution.
“The ability to quickly connect media investments to real-world outcomes, like sales, is critical to maximizing campaign efficiency,” said Marco Parente, director of Product Management, Measurement & Identity at Yahoo DSP. “Through our partnership with Circana, Yahoo DSP advertisers can tap into powerful sales data to get insight into campaign performance in near-real time. Based on that, our AI engine, Yahoo Blueprint, will auto-optimize the campaign, driving stronger performance and ultimately business goals.”
This expanded partnership shows both companies care about smarter, results-driven advertising solutions. It gives brands the tools they need for measurable growth in a tough digital market.