Yahoo Ads connects advertisers to one of the web’s most established audience networks – over one billion users access Yahoo properties each month worldwide. In the US, more than 117 million unique users search on Yahoo every month. That’s an audience Google Ads alone won’t reach.
Yahoo’s users tend to be older and more financially established than audiences on most social platforms. Categories like finance, travel, insurance, healthcare, and automotive perform well here. Purchase intent runs high, and audiences have the spending power to match.
Search advertising
Yahoo Search Ads run on a pay-per-click model; ads appear in Yahoo Search results when users actively look for products or services. Yahoo operates at lower search volume than Google. Less competition means lower cost-per-click. For brands that have saturated Google’s inventory, Yahoo Search delivers incremental reach without duplicating spend.
Native advertising
Native ads appear within editorial content across Yahoo’s owned properties and on partner sites across the open web. Yahoo’s properties include Yahoo News, Yahoo Finance, Yahoo Sports, and Yahoo Mail. The format blends with surrounding content rather than interrupting it; Yahoo’s own data shows native advertising drives a 3.6x lift in branded search versus standard display.
Display and video
Edge-to-Edge display units span the full page width. They adjust fluidly across screen sizes and give advertisers a high-impact creative canvas. Video placements sit within premium content environments. They support both awareness and engagement goals.
Data and targeting
Yahoo ConnectID reaches 232 million logged-in US users through consent-based, first-party data. This keeps audience targeting accurate without relying on third-party cookies. Yahoo Scout pulls intent signals from Yahoo Search and Yahoo Mail into a unified data asset. Advertisers activate that data programmatically through the Yahoo DSP.
Campaign management
The Yahoo DSP includes AI-powered campaign management. The system monitors performance continuously and flags issues. With approval, it executes corrective actions. That reduces the manual workload of day-to-day optimisation. The DSP supports programmatic buying across Yahoo’s owned inventory and the broader open web.