Televisionation Friday Fireside: Mallory Armstrong, Head of Global TV Data Strategy for Yahoo

July 28, 2023

Televisionation: Friday Fireside, the #1 television industry Webcast, features Rick Howe, The iTV Doctor, in conversation with prominent figures from the advanced-TV/video industry.

The Friday Fireside welcomes Mallory Armstrong, Head of Global TV Data Strategy and Management for Yahoo. Mallory takes us through Yahoo’s unique multiplatform (literally multiverse) advertising capabilities, and discusses the recent deployment AT SCALE of “Yahoo Backstage,” a new offering that provides Yahoo DSP advertisers with a direct path to curated, premium publisher inventory. In addition to Yahoo owned-and-operated properties, over 100 publishers have signed on to Yahoo Backstage, including A+E Networks, Dotdash Meredith, Newsweek, Raptive, The Arena Group, and VIZIO. The move supports transparency and supply path optimization (SPO), while maximizing media spend and ROI for advertisers.