Yahoo commerce media: retailer data in Yahoo DSP and shoppable content on Yahoo

Yahoo is a buy-side aggregator of other companies' commerce data. A Yahoo DSP seat can carry audiences from several networks: Kroger, Costco, Walmart, regional grocers through Rippl, and gym members through PF Media. A buyer can plan a campaign across several retailers' shoppers in one platform. Each retailer still controls its own data and measurement, and Yahoo does not own any of the purchases.

Yahoo narrowed itself to the buy side. In February 2023 Axios reported that Yahoo would shut its supply-side platform, move native ads to Taboola and cut deeply into its ad tech staff (PPC Land, February 2023). Commerce data then became a reason to choose Yahoo DSP. Beth Gross, then senior director of global commerce media at Yahoo DSP, framed the Costco deal as giving advertisers Costco's first-party data in a privacy-centric way (PPC Land, 21 April 2025).

The Walmart deal shows the limits. Walmart Connect made its audiences available in Yahoo DSP in late May 2026, through Magnite and only for VIZIO connected TV inventory (PPC Land, 28 May 2026). The retailer chose the inventory, the pipe and the measurement. Yahoo gets distribution of Walmart Connect data; it does not get Walmart's whole audience on every channel.

On its own properties, Yahoo Commerce sells editor-curated shoppable content: best-of lists, expert reviews and machine-learning placements, plus an affiliate program and the Yahoo Shopping hub (Yahoo, accessed 9 November 2026). Yahoo says over a third of all US spending comes from its users, citing an MRI-Simmons study (company claim).

Two kinds of data meet in Yahoo DSP. Retail partners supply purchase-based segments, which stay under their rules. Yahoo adds its own first-party data from content, search and mail, and its ConnectID identifier to match users across publishers.

Costco's segments, for example, draw on what PPC Land described as 80 million-plus US cardholders and connect through ConnectID (PPC Land, 21 April 2025). Advertisers buy segments and see reports; they do not receive shopper records. How offsite retail data travels is explained in offsite retail media explained.

Sales measurement comes from each partner. Kroger's release says advertisers can use the Kroger Precision Marketing platform to attribute store sales to media in Yahoo DSP. Walmart's route measures Walmart purchases after VIZIO CTV exposure, through Magnite. Afterpay promised closed-loop reporting for its Australian network (Yahoo, 26 September 2024).

Methods therefore differ by partner, and results are not comparable across them without care. Yahoo has published no accreditation for commerce measurement.

1. Get a Yahoo DSP seat. Use self-serve or Yahoo's managed service.
2. Choose the retail data. Pick Kroger, Costco, Walmart or another partner by where your products sell.
3. Check each partner's rules. Ask which inventory, formats and markets each data set allows; Walmart's started with VIZIO CTV only.
4. Set up measurement with the partner. Confirm the attribution window and whether store sales are included.
5. Add Yahoo's own properties if you sell online. Yahoo Commerce works through editorial and affiliate placements.

It suits:

• CPG brands sold at several retailers that want one buying platform;
• agencies already using Yahoo DSP for CTV or display;
• retailers and payment firms that want an offsite partner without building a DSP.

It suits less:

• buyers who want a single retailer's full audience on every channel;
• advertisers who need one consistent measurement method across retailers;
• brands that want Yahoo's own purchase data, which Yahoo does not have.

• Yahoo's revenue from commerce media or from Yahoo DSP.
• Whether Walmart audiences in Yahoo DSP now reach beyond VIZIO CTV.
• The current status of a Home Depot shopper offer that Yahoo's press page lists as a third-party article in 2025.
• Minimum spend for Yahoo DSP with partner data, and partner data fees.
• Yahoo's headquarters address in its own filings, since Yahoo is private.

1. Yahoo, "Kroger's Purchase-Based Audiences Now Available to Yahoo DSP Advertisers for Campaign Audiences and Measurement" (1 May 2024). https://www.yahooinc.com/press/krogers-purchase-based-audiences-now-available-to-yahoo-dsp-advertisers-for-campaign-audiences-and-measurement
2. Yahoo, "Afterpay in Australia To Launch The Afterpay Media Network With Yahoo DSP" (26 September 2024). https://www.yahooinc.com/press/afterpay-in-australia-to-launch-the-afterpay-media-network-with-yahoo-dsp
3. Yahoo, "Commerce | Demand Side Platform" (accessed 9 November 2026). https://www.yahooinc.com/yahoo-dsp/commerce
4. Yahoo, "Commerce" (accessed 9 November 2026). https://www.yahooinc.com/commerce
5. AdExchanger, "Yahoo DSP Adds Planet Fitness And Rippl's Audiences To Its Retail Media Network" (22 August 2024). https://www.adexchanger.com/commerce/yahoo-dsp-adds-planet-fitness-and-rippls-audiences-to-its-retail-media-network/
6. PPC Land, "Yahoo and Costco partnership leverages first-party data for advertisers" (21 April 2025). https://ppc.land/yahoo-and-costco-partnership-leverages-first-party-data-for-advertisers/
7. PPC Land, "Walmart Connect's first-party data lands in Yahoo DSP for VIZIO CTV reach" (28 May 2026). https://ppc.land/walmart-connects-first-party-data-lands-in-yahoo-dsp-for-vizio-ctv-reach/
8. PPC Land, "Yahoo to shut down its SSP" (10 February 2023). https://ppc.land/yahoo-to-shut-down-their-ssp/