Yahoo DSP expands automation, streaming partnerships and retail media muscle at 2026 NewFront

Yahoo is pushing deeper into automation, retail media and premium streaming partnerships as it sharpens its pitch to Australian marketers ahead of a pivotal year in omnichannel advertising.

At its 2026 NewFront, the company unveiled a first-of-its-kind partnership with Endeavour Group’s MixIn retail media network, expanded premium CTV and audio integrations including Netflix and Spotify and a locally built campaign automation tool that cuts media builds from hours to minutes.

Speaking at the event in Sydney, Jon Finnie, vice president international sales at Yahoo, said the focus is on helping advertisers make “smarter, faster and more connected decisions across every channel. We’re investing in automation, data and measurement that deliver true business outcomes, not just reach or impressions.”

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Head of Yahoo DSP Australia, Maddie Basso, said the shift reflects how marketers increasingly prioritise AI-driven workflow gains and cross-channel clarity.

“With campaign automation tools, our partnership with MixIn, and new streaming and measurement integrations, we’re making campaign creation faster, smarter, and more intuitive,” she said. “Our 2026 focus is on practical innovation by giving marketers more control, more time back, and better visibility into what’s working.”

The partnership with Endeavour Group’s MixIn network brings real-world purchase data from Dan Murphy’s and BWS to Yahoo DSP.

Alcohol brands can activate against intent signals at scale, while non-alcohol categories can leverage audience targeting based on location, cultural engagement and behavioural cues. The DSP’s new automation tool, developed in Australia, automates campaign packaging, targeting, deal mapping, budgeting and creative uploads across display, online video, CTV, digital out-of-home and audio. Yahoo says tasks that previously took hours now take minutes, with consistency and speed front-and-centre.

Premium streaming scale

Yahoo also expanded direct supply integrations, adding Netflix and Spotify programmatically, with access to ESPN on Disney+ coming soon. The deals give advertisers direct paths to premium streaming and podcast inventory, supported by frequency control, clean-room readiness and Yahoo’s ConnectID for first-party identity.

Measurement upgrades 

The DSP is also extending incremental lift measurement, MMM integrations including Mutinex, and data clean-room access via Snowflake, giving brands a clearer link between media and real-world outcomes such as sales and store visits.

Yahoo's pitch to advertisers was about utility, not spectacle. Yahoo’s bet is that marketers aren’t looking for more dashboards - they're looking for fewer buttons and smarter automation that turns identity and premium supply into measurable outcomes