Yahoo to shut down its SSP

Yahoo will shut down their SSP in the coming months; over 50% of Yahoo’s ad tech employees - 1600 people - to be layoff, Axios reported this week. Yahoo SSP contains video and display inventory connected to several DSPs.

1600 people are over 20% of Yahoo working force. Apollo is the owner of Yahoo since 2021, when it acquired the company to Verizon for $5 billion. Before, Verizon acquired AOL in 2015 for $4.4 billion and Yahoo for $4.5 billion in 2017. According to Axios, Yahoo is profitable, and it has around $8 billion in annual revenue.

The native advertising platform - Gemini - will also close, with all the ad native placements being shifted to Taboola.

Yahoo websites and properties will continue to have ads coming from different SSPs.

The DSP business will be renamed Yahoo Advertising.