Yahoo launches In-Flight Outcomes for Australian DSP

Yahoo has launched In-Flight Outcomes in Australia for its Yahoo DSP platform. The product lets advertisers optimise campaigns while they are still running using sales and store visit data.

The tool links ad exposure to business results such as purchases, store visits and product sales, then automatically adjusts campaigns based on those signals.

It is designed to address a common problem in digital advertising: performance data often sits in separate systems, measurement can take weeks or months, and brands can struggle to connect sensitive customer data with media activity in a usable way.

In-Flight Outcomes combines Yahoo DSP purchase and visitation data with advertisers' first-party data and information from measurement partners. It can be used across sectors including retail, travel, automotive, home improvement and fashion.

At the centre of the offering is Yahoo ConnectID, the company's identity system, which links omnichannel advertising exposure with real-world outcomes. Those signals, including purchase receipts, are then fed into Yahoo Blueprint Performance, Yahoo's optimisation engine, to adjust campaigns while they are live.

Adjustments can include changes to audience targeting, geography, time of day, ad frequency and creative. Each partner's purchase data helps shape how campaigns are tuned, while data partners retain control over how their information is used.

Faster feedback

Yahoo is pitching the product to advertisers seeking shorter measurement cycles as budgets come under pressure and scrutiny over returns increases. Instead of waiting until a campaign has finished, the system can reduce feedback loops to days or hours.

"Australian advertisers are under increasing pressure to prove every media dollar is driving tangible business outcomes, and Yahoo In-Flight Outcomes is a fantastic new tool to help them achieve this. By cutting down the feedback loop from weeks or months to days and hours and dynamically optimising campaigns, it increases ROI, cuts out wastage and identifies the most likely customers for your business across the open web. As Australian brands invest more heavily in retail media, connected TV and AI-powered advertising, marketers need faster, more actionable insights that help them optimise spend while campaigns are live. That's exactly what In-Flight Outcomes delivers," said Maddie Basso, Head of Yahoo DSP Australia.

Use cases

The tool can support a range of campaign objectives. Consumer packaged goods brands can use it to measure product and category lift, while retailers and quick-service restaurants can connect ad exposure with sales and store visits.

The system also supports measurement across television and connected television campaigns. That broadens its reach beyond standard display and digital media buying and places it in parts of the market where advertisers are pushing for more direct links between spending and sales outcomes.

Retail media networks are another target group. They can use Yahoo DSP to validate audiences, reach those audiences offsite and extend campaign measurement through In-Flight Outcomes and Yahoo Blueprint.

The release reflects a wider shift in ad technology towards more immediate measurement and automated campaign management, particularly as retailers, media owners and brands seek to make first-party data more useful after changes to privacy rules and signal loss in parts of the digital ad market.

For Yahoo, the Australian rollout adds to its investment in advertising tools built around live measurement and automated optimisation. In-Flight Outcomes gives advertisers faster access to meaningful measurement and the ability to alter campaigns before budgets are fully spent.

Those live signals, including purchase receipts, drive automated changes to targeting, timing, frequency and creative while campaigns remain active.