Yahoo selects AWS as public cloud provider for its ad tech business - ETCIO SEA

Yahoo selects AWS as public cloud provider for its ad tech business – ETCIO SEA

Yahoo selects AWS as public cloud provider for its ad tech business

At AWS re:Invent, Amazon Web Services (AWS), an, Inc. (NASDAQ: AMZN) company, today announced that Yahoo has chosen AWS as the preferred public cloud provider for its business. Yahoo Ad Tech advertising technology. Building on its longstanding relationship with AWS, Yahoo Ad Tech is migrating all of its ad technology workloads, including its media buying and supply-side platforms, analytics and analytics solutions and products. identity, from its on-premises data centers to AWS. The migration is part of the company’s ongoing digital transformation strategy to reduce IT infrastructure costs, transform its advertising business operations, and develop more personalized and immersive solutions to help brands connect with their audiences.

Improved scale, inventory and efficiency for advertisers and agencies

Yahoo Ad Tech reaches more than 540 million people worldwide through its ad software platform that gives ad publishers, brands, and agencies the ability to upload creatives and automate media buying across inventory mobile, Web and TV channels. The Yahoo Ad Tech platform uses compute-optimized Amazon Elastic Compute Cloud (Amazon EC2) instances powered by AWS-designed processors to provide publishers, ad agencies, and brand clients with real-time ad performance insights. real. This reduces the time it takes to deliver the information advertisers need to reach the right audiences at the right time and in the right formats.

Increase ad performance and publisher revenue

In addition to giving brands a platform to reach audiences, the Yahoo Ad Tech platform provides media owners and publishers with an advertising decision engine to help attract advertisers and manage their advertising business. AWS’ proven global infrastructure and broad portfolio of cloud capabilities, including analytics, compute, machine learning (ML), serverless, and storage, will enable Yahoo to rapidly innovate new capabilities for its ad technology platform. Yahoo will help publisher partners add measurement capabilities, optimize real-time ad bidding, and fine-tune ad inventory and effectiveness to determine the best mix of ads while attracting new brands.

As part of its cloud migration, Yahoo Ad Tech is moving its core data platform to AWS to improve advertising efficiency, personalization, and engagement for its advertiser and publisher customers. Using Amazon Simple Storage Service (Amazon S3), Yahoo Ad Tech will build a centralized data lake to store hundreds of petabytes of data. The data lake will allow Yahoo Ad Tech to break down data silos and leverage AWS analytics services, including Amazon EMR (AWS’ big data cloud service for processing large amounts of data using open source tools) and Amazon Athena (an interactive query service that facilitates data analysis). This will enable rapid analysis of data from a variety of sources to understand advertising trends, target audiences, and provide insights into advertising performance across its operations. Yahoo Ad Tech plans to use Amazon SageMaker (AWS’s service for building, training, and deploying ML models in the cloud and at the edge) to streamline its ML pipeline, which today contains thousands of models , and deepen the company’s ability to forecast ad spend, ad inventory and ad format effectiveness.

To accelerate cloud adoption for Yahoo Ad Tech and develop new advertising solutions, Yahoo offers its employees cloud skills training using the AWS Designated Virtual Trainer (DVT) program. Yahoo is on track to deliver more than 50 instructor-led courses in 2022 with the goal of providing 2,000 IT employees with basic cloud training over the next two years. These courses will help employees develop skills in application development, data management, and security to support Yahoo’s migration goals and drive innovation at scale.

“By harnessing the power of AWS, we’ll be able to move faster and deliver what our customers value most: advertising solutions that deliver the right mix of performance, reach, and growth.” revenue,” said Aaron Lake, senior vice president of Platform Engineering and chief information officer at Yahoo. “Running all of Yahoo Ad Tech on AWS provides us with a broad portfolio of world-class services that will allow us to help advertisers get the returns they want by providing them with precise audience targeting, while our ad publisher clients can scale and monetize their advertising space.

“Yahoo is a digital pioneer and a trusted partner to the world’s biggest brands,” said Matt Garman, senior vice president of global sales, marketing and services at AWS. “The world’s leading digital media and advertising companies rely on AWS as their cloud provider because we help them deliver performance and drive real growth. We’re excited to help Yahoo accelerate its move to the cloud and deliver innovative solutions that help advertisers serve their customers around the world. »

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