Yahoo Demand-Side Platform (DSP) has announced two strategic partnerships to expand its reach in commerce media and hired retail media veteran Mike Merna as Senior Director, Commerce Media Specialist Lead.
The new partnerships — with PF Media Network, the media arm of Planet Fitness, and Rippl, the data and media network of Bridg — will bring a host of new audiences to Yahoo advertisers. PF Media represents more than 19.7 million Planet Fitness members, while Rippl features more than 2,800 pre-built audience data sets, based on 70 million deterministic purchasers across regional grocery and convenience stores including Schnuck Markets, Wegmans, Giant Eagle and National Retail Solutions.
“Our partnership with the Yahoo DSP connects advertisers with our vast and engaged member base,” said Justin Unger, Senior Director of Partnerships and Ecommerce at Planet Fitness in a statement. “This collaboration enhances the value of the PF Media Network, offering precise targeting capabilities and driving better outcomes for our advertisers and members alike.”
Both additions to the Yahoo DSP represent an effort on the part of Yahoo to expand beyond retail media into the larger realm of commerce media, which the company described as encompassing “any brand that has access to scalable first-party data.” In addition to Planet Fitness, other commerce media players include United Airlines, Chase Bank and Uber.
Advertisement
Yahoo DSP certainly isn’t ignoring more traditional retailers; the platform recently announced a new partnership with Kroger and facilitates commerce media operations for a number of retail brands, including Lowe’s and Best Buy.
“Our partnerships with Planet Fitness and Rippl highlight our leadership in the growing commerce media category,” said Mike Brunick, SVP and Head of Commerce Media at Yahoo in a statement. “We’re thrilled to unlock these diverse, in-demand audience segments for our advertisers through the Yahoo DSP, providing the necessary data, technology and inventory to achieve outstanding performance goals.”
In line with this goal, Yahoo has brought on Merna , who previously led teams at The Mars Agency and spearheaded the development of commerce media strategies for brands including 7-Eleven, Rite Aid and Dollar General. Merna will report to Brunick.
