Yahoo Expands Winning Partnership With Near Across APAC To Supercharge Omnichannel Campaigns

APAC-wide alliance builds on Yahoo and Near’s partnership in Australia and New Zealand, which delivered proven successes for clients.

Yahoo Expands Winning Partnership With Near Across APAC To Supercharge Omnichannel Campaigns

Yahoo, the premier global media and technology company, today announced an APAC-wide partnership with Near, one of the world’s largest sources of privacy-led intelligence on people, places and products. This alliance brings together the strengths of Near’s unique location intelligence data with Yahoo’s omnichannel demand-side platform (DSP) and a suite of identity solutions for cookieless advertising.

This partnership builds on the year-long alliance between Yahoo and Near in Australia and New Zealand (ANZ), which delivered strong results for Yahoo’s clients in that region. It will integrate Near’s privacy-by-design data set of people's behaviour in the real world and its AI solutions into Yahoo’s DSP, complementing Yahoo’s suite of identity solutions -- Yahoo ConnectID and Next-Gen Solutions.

In an increasingly omnichannel world, where consumers routinely move between online channels and offline environments, marketers continue to deal with the fragmentation of their customer view across channels, between online engagement and real-world store visits.

Yahoo's APAC partnership with Near will bring a unified view to bridge the gap in online and offline targeting, attribution and measurement, solving a key pain point for marketers. Brands can now measure all digital marketing delivered via Yahoo’s ad platforms, regardless of the channel or creativity, against online engagement or store traffic, within the same campaign. This benefit will be critical for advertisers to identify incremental audiences and craft the right channel mix as they connect the dots in omnichannel audience activation and campaigns.

“Our partnership with Near has been pivotal in driving the success of the Yahoo DSP in ANZ, particularly for emerging channels such as Digital Out of Home and immersive experiences with Augmented Reality, enabling effective targeting, measurement and attribution of consumers across all channels. The benefits of Yahoo’s omnichannel DSP and our direct consumer relationship with nearly 900 million people globally, combined with Near’s rich insights and actionable intelligence, can now empower advertisers across the wider APAC region to steer the success of omnichannel campaigns,” said Dan Richardson, Head of Data ANZ at Yahoo.

A series of campaigns across ANZ leveraged Near’s data through the Yahoo DSP to report performance uplifts through precise targeting and retargeting across channels, with accurate campaign measurement, attribution and a complete offline-online view of audiences.

  • BIG W’s 'Toy Mania' AR omnichannel campaign captured a 48% uplift in in-store visits and a 16% lift in add-to-cart conversions from users exposed to the campaign’s ads.
  • Westfield New Zealand’s in-store campaign also saw a 22% uplift in mall visitations from exposed users.

“We are excited to expand our partnership with Yahoo to help advertisers across APAC harness the power of privacy-led data intelligence to optimise their omnichannel campaigns. Early successes have shown that the combination of Near’s real-world signals, Yahoo’s first-party data and omnichannel DSP give advertisers the leverage and actionable insights they need to make better decisions to drive impactful omnichannel campaigns,” said Shobhit Shukla, Co-Founder, Near.

The location-based targeting and measurement solutions and Near’s data set are now available for activation in the Yahoo DSP across APAC, including Singapore, Hong Kong, Japan and India.

How the Yahoo-Near partnership enables marketers to connect the dots in omnichannel audience activation and campaigns:

  • Get a complete picture of your audience with a single, user-level view of campaign performance, conversions and audience insights. Advertisers will be able to move from a siloed view to a holistic view of the consumer as they traverse between online and offline environments.
  • Omnichannel customer journey mapping includes targeting, measurement and attribution by leveraging Yahoo’s first-party data of cross-screen user intent signals from search, mail, content and more, and Near’s unique real-world signals that leverage location, transaction and people’s offline behaviour. All digital engagements can be measured against offline engagements, including online to offline conversions and vice versa.
  • Real-time optimisation with unparalleled transparency and a 360-degree view of campaigns with actionable data-led insights across all channels and ad formats such as DOOH, CTV, mobile, native, video, display and more. Advertisers will be able to truly understand how each channel and ad format is performing to craft the optimal channel mix.
  • Privacy-first solutions that respect consumer choice and privacy with Yahoo’s consent-based, first-party data built on direct consumer relationships, and Near’s privacy-by-design GDPR and CCPA-compliant platform. Data is sourced and analysed with privacy safeguards in place.