Yahoo DSP taps Guardian in push for cleaner programmatic supply

Yahoo DSP has partnered with The Guardian to provide advertisers with more direct access to premium digital inventory, as demand grows for transparent supply paths and high-quality environments.

The partnership, enabled through Yahoo Backstage, introduces a direct-to-publisher pathway that simplifies how advertisers discover, activate and optimise campaigns within The Guardian’s ecosystem.

Streamlining access to premium inventory

Through the integration, advertisers using Yahoo DSP can access The Guardian’s inventory via a unified platform, reducing complexity in programmatic buying while improving campaign performance.

The Guardian reaches 122 million monthly unique users globally, with content spanning politics, culture, sport and the environment, making it one of the most influential publishers on the open web.

Shift toward direct supply paths

The move reflects a broader industry trend toward more direct relationships between publishers and demand-side platforms, as advertisers prioritise transparency, brand safety and performance.

Dave Strauss, vice president of revenue operations and strategy at The Guardian, said the partnership supports both advertisers and journalism.

“Trusted journalism thrives when advertisers can confidently invest in quality environments,” he said.

“Our collaboration with Yahoo helps us provide our readers with high-quality advertising content that is both relevant and aligned with the standards our audiences expect.”

Driving efficiency and control

Tom Curry, managing director at Yahoo UK, said simplifying access to premium inventory is key to delivering value.

“Premium inventory only delivers real value when it’s easy to access and activate effectively,” he said.

“As advertisers look for greater clarity and control, reducing unnecessary complexity in how they buy becomes increasingly important.”

The integration is now live in Australia across The Guardian’s local platform, extending Yahoo DSP’s direct access to premium publisher inventory and supporting improved transparency, control and measurable outcomes.

Main image: Yahoo DSP

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