End-to-end transparency delivers choice and control

Programmatic advertising can be complex, and it’s getting harder for advertisers to feel truly in control. We believe our clients deserve choice and control, but you can’t have either without transparency into the details that shape campaign performance. That’s why at Yahoo DSP, we’re focused on giving advertisers greater visibility across the entire campaign lifecycle, from the data you buy to where and how that data is activated.

Starting with data

Programmatic advertising promises data-driven targeting, but that promise only holds up if you trust the data behind it. With Yahoo DSP, advertisers can access more than 650 audience segments derived from Yahoo-owned properties like Search, Finance, Sports, and more. Our goal is simple: help you feel confident in the data you’re using so you can execute more precise data targeting without second-guessing what’s under the hood.

That’s why Yahoo became the first DSP to adopt the IAB Tech Lab’s Data Transparency Labels for our data. These labels give advertisers a clear and neutral view into how audience segments are built and what data they include, making it easier to choose the right segments for each campaign. Inspired by food nutrition labels, they break down the “ingredients” of each segment in a simple, easy-to-understand format — so you know exactly what you’re buying before you activate.

Illuminating the supply path with Jounce Media

While data transparency is critical, advertisers also need visibility into the supply paths their ads travel. That’s where Jounce Media comes in. Through our partnership, Yahoo DSP brings Jounce’s market-leading supply path optimization (SPO) insights directly into the platform. Advertisers can access end-to-end detailed supply chain reporting on publisher and seller transparency, supply path quality, and actionable SPO segments across the programmatic landscape, including Yahoo Backstage, our direct to publisher technology. Jounce Media’s SPO segments provide deeper insights with categories including premium publisher-controlled, premium intermediary-controlled, multi-hop reselling, cheap reach, and made-for-advertising (MFA) supply paths. 

You can then forecast winnable impressions, reach, and spend against these specific SPO insights through our recently upgraded forecasting tool, Omniscope. Then put insights into action and target against Jounce SPO segments to align with your campaign goals, whether that means prioritizing premium supply paths, minimizing exposure to multi-hop reselling to improve efficiency, or avoiding MFA and low-quality inventory to drive stronger performance outcomes. This gives you more visibility into where your ads are running and greater control over your media spend.

Spotlighting quality as CTV takes over with Peer39

As CTV ad spend is projected to grow 15% to reach $37.95B in 2026¹, advertiser scrutiny around supply quality continues to increase. To help advertisers navigate this, Yahoo DSP has integrated Peer39’s CTV Quality Score, a consolidated metric built specifically for CTV measurement. The score ranges from 0 to 100 and is calculated using a weighted blend of key CTV signals, including completion rate, overnight impressions, verified valid channels, and more. 

Advertisers can use these quality scores to inform their next campaign. In conjunction with Yahoo DSP reporting insights, advertisers can identify low-quality supply and shift budgets toward high-performing supply by leveraging Peer39’s CTV Quality Score contextual segments to target only inventory above a desired CTV Quality Score threshold. This helps eliminate low-quality inventory, such as user-generated or unprofessional content.

By partnering with an independent vendor like Peer39, Yahoo DSP delivers greater trust and reliability, while avoiding the potential conflicts of interest that can come with proprietary scoring systems.

Why transparency is the real advantage

From standardized data labels to deep supply path and quality insights, our commitment to transparency is about giving advertisers greater choice and control. This helps advertisers get more value from their media investments, and contributes to a more accountable, trustworthy programmatic ecosystem overall.

Stay tuned for more on how we’re continuing to innovate in transparency, and reach out if you’d like to learn more about how these tools can support your next campaign.

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Sources

1. eMarketer, December 2025