Thursday, January 15, 2026
Yahoo has strengthened its advertising ecosystem by integrating Circana’s Campaign Conversion Feed directly into Yahoo DSP, giving marketers a more efficient way to optimize their campaigns in real time. With this enhancement, advertisers using Yahoo DSP can now access a powerful in-flight optimization system that merges Circana’s sophisticated measurement analytics with Yahoo’s scalable ad-delivery technology. As a result, brands can evaluate campaign performance while ads are still running, making it easier to implement timely changes that boost overall campaign impact.
This integration marks the next phase of collaboration between the two companies. Dave Slowik, executive vice president of Global Media at Circana, emphasized the importance of this step, stating, “Circana’s Campaign Conversion Feed being available on Yahoo DSP represents an important milestone in our partnership. 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.”
With this move, Yahoo DSP continues to strengthen its position as a leading omnichannel advertising platform. The addition of Circana’s data capabilities supports Yahoo’s long-term goal of helping advertisers work with credible, insight-driven measurement while planning and executing campaigns more effectively. Moreover, this enhancement ensures that marketers can access actionable intelligence without disrupting their existing workflows, creating a smooth and efficient optimization experience.
Marco Parente, director of Product Management, Measurement & Identity at Yahoo DSP, highlighted the strategic value of this integration. He 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.”
Furthermore, this enhancement introduces a more dynamic approach to campaign optimization. Advertisers can now adapt their strategies as soon as new performance signals emerge, rather than waiting until the end of a campaign cycle. This flexibility is especially crucial as brands continue to prioritize measurable results and greater accountability in digital advertising.
By combining Circana’s conversion insights with Yahoo DSP’s AI-driven optimization engine, marketers can expect a smoother, data-backed decision-making process that supports stronger outcomes across channels. Ultimately, this integration empowers brands to maximize return on ad spend while maintaining a deeper understanding of customer behavior and campaign effectiveness.
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