Yahoo DSP expands Media Tonic partnership to support Victoria
Yahoo DSP is extending its sales network to support independent media agencies in Victoria by expanding its partnership with sales house Media Tonic.
Under the new arrangement, Media Tonic will represent Yahoo DSP for independent agencies in Victoria, adding to its existing coverage across Western Australia, South Australia, and New South Wales. This move responds to increased demand from Victoria's independent agency sector for advanced digital media services.
The Yahoo DSP platform provides digital marketers with tools for campaign planning, activation, and performance measurement, drawing on its proprietary first-party data and premium inventory. By broadening the partnership with Media Tonic, Yahoo DSP aims to offer more choice and control to independent agencies in the Victorian market.
Sales expertise
Hayley Treasure, who joined Media Tonic in 2024 as Sales Director, Independent Agencies, will lead the expansion in Victoria. Treasure has previously overseen the growth of Yahoo DSP's independent agency business in New South Wales and will now take on additional responsibility in the Victorian market.
John McNerney, Managing Director, AUSEA at Yahoo DSP, commented on the new partnership extension:
"We've seen significant growth in our DSP business, driven in large part by the strength and ambition of Australia's independent agencies. Melbourne is no exception. Expanding into Victoria with Media Tonic, a long-standing and proven partner, ensures we can support this demand with the same expertise and trusted service our clients expect."
The partnership between Yahoo DSP and Media Tonic has already been in place for seven years in Western Australia, South Australia, and New South Wales, focusing on independent agencies in those markets. With Victoria now included, Media Tonic's area of responsibility expands to cover independent agencies in four major Australian states.
Service to Victoria
Hayley Treasure explained the value offered by Yahoo DSP and the significance of expanding into Victoria:
"Any independent agency we've worked with will tell you - Yahoo DSP delivers. It's a platform that doesn't just compete, it stands out. We're transparent, reliable and deliver stronger performance creating real value for our partners. I'm excited to now bring this offering to independent agencies across Victoria."
The move is expected to give Victorian independent agencies access to additional support and consultation, as well as technology solutions for digital media buying and performance measurement.
Warwick Kingston, Digital Director at Media Tonic, commented on the long-term relationship with Yahoo DSP and the expansion's rationale:
"We've worked as an extension of the Yahoo DSP sales team for the past seven years across Western Australia, South Australia and New South Wales. Expanding our remit to Victoria is a natural next step and we're looking forward to delivering the same results-focused approach to indie agencies in this market."
Industry demand
Demand for digital media solutions among boutique and mid-sized independent agencies in Victoria has increased in recent years, prompting the need for more tailored support and access to diverse inventory sources. By leveraging its established relationship with Media Tonic, Yahoo DSP intends to better address local needs.
Yahoo DSP's operations are positioned to support existing and prospective agency clients in Victoria, giving them greater autonomy and insight into campaign activities. This initiative builds on the company's previous experience with Media Tonic in other states.
The expansion into Victoria signals an ongoing focus on providing specialist support for independent agencies through local sales expertise and a service-led approach.
