As advertisers push for more precise and responsive media performance, Circana has expanded its partnership with Yahoo by integrating its Campaign Conversion Feed into the Yahoo Demand Side Platform. The move strengthens both companies’ shared vision of real time, data driven optimization and reflects how the Campaign Conversion Feed is becoming a pivotal tool for brands seeking more accountable digital advertising outcomes. This development also highlights a growing industry focus on unifying measurement, attribution, and activation under a single workflow.
The integration enhances the established relationship between Circana and Yahoo, enabling advertisers to access in flight outcome measurement directly within Yahoo DSP. With Circana’s measurement capabilities now feeding live data into the platform, brands can adjust campaigns mid flight rather than waiting until after completion to understand performance. This ability to respond to audience behavior at the household level helps marketers refine targeting, budget allocation, and creative strategy with greater agility.
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Dave Slowik, executive vice president of Global Media at Circana, emphasized the significance of the milestone. “Circana’s Campaign Conversion Feed being available on Yahoo DSP represents an important milestone in our partnership,” he said. “By integrating this advanced optimization capability, we’re not only innovating but also deepening the value we offer to advertisers — giving them the tools to measure and act on campaign performance at a granular level, all in real time.” His comments underline how the combined solution aims to expand visibility into outcomes while simplifying activation for advertisers navigating increasingly complex media environments.
Yahoo DSP, known for its omnichannel reach and identity based targeting, positions the integration as a critical enhancement for advertisers looking to tie media investment to real world business results. The partnership connects Circana’s household level insights with Yahoo’s scalable platform and AI driven optimization engine. Marco Parente, director of Product Management, Measurement and Identity at Yahoo DSP, noted, “The ability to quickly connect media investments to real world outcomes, like sales, is critical to maximizing campaign efficiency. Through our partnership with Circana, Yahoo DSP advertisers can tap into powerful sales data to get insight into campaign performance in near-real time. Based on that, our AI engine, Yahoo Blueprint, will auto-optimize the campaign, driving stronger performance and ultimately business goals.”
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The introduction of the Campaign Conversion Feed into Yahoo DSP illustrates a broader industry shift toward continuous measurement rather than post campaign reporting. As advertisers face rising expectations for accountability and faster optimization cycles, tools that merge attribution with activation are becoming essential. This partnership underscores how enhanced data precision and real time feedback loops can reshape decision making across digital media.
With deeper integration now in place, Circana and Yahoo DSP are positioned to offer advertisers a more streamlined and responsive approach to campaign optimization, reinforcing how real time outcomes are redefining the future of performance driven marketing.
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