Observed Signal · Apr 24, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
InMarket and Yahoo DSP Partner for Visit-Based Optimization
InMarket announced a strategic partnership with Yahoo DSP to enable real-time, visit-based campaign optimization for advertisers in the U.S. and Canada. The integration streams daily observed store-visit signals from InMarket into Yahoo’s In-Flight Outcomes, allowing Yahoo DSP users to connect media exposure with in-person visits and trigger automated campaign adjustments via Yahoo Blueprint. Advertisers gain multi-location performance analysis, directional campaign reporting, and clearer correlation between digital media and real-world visitation. InMarket’s standalone Campaign Incrementality measurement platform can be used alongside the Yahoo integration to evaluate ROAS, incrementality and lift tied to visits and sales. The announcement highlights applicability across verticals including retail, QSR and automotive and includes statements from Michael Della Penna (InMarket) and Emily Ray (Yahoo DSP).
Adds visit-based, real-world measurement into a major DSP enabling in-flight optimization and improved attribution — a meaningful operational improvement for advertisers but not an industry-shifting platform change.
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Key Takeaways & Evidence Grounding
- InMarket announced a strategic partnership with Yahoo DSP on April 24, 2026.
- Advertisers on Yahoo DSP in the U.S. and Canada can use InMarket’s daily store-visit signals to measure in-person visits.
- The integration uses Yahoo In-Flight Outcomes plus Yahoo Blueprint to enable automated, real-time campaign adjustments.
- InMarket’s Campaign Incrementality measurement platform can be paired with the integration to measure ROAS, incrementality and lift.
- The partnership targets verticals including retail, quick-service restaurants (QSR), and automotive.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Yahoo DSP Launches In-Flight Outcomes in UK and Europe
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Yahoo Expands DSP with AI Tools for Mid-Market
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InMarket and Basis Expand RMN & Measurement Integration
InMarket and Basis announced an expanded strategic partnership that brings InMarket’s Retail Media Network (RMN) audiences, lift-optimized audiences, and outcomes-focused measurement natively into the Basis advertising platform. Basis customers gain direct access to InMarket’s incremental visit and sales lift measurement across all retailers and RMNs, plus expanded incremental lift capabilities for Dining, CPG, and Automotive verticals. The integration provides RMN-specific audience segments built from visitation and commerce data (including buyer types not available on RMNs) and Lift Optimized Audiences for planning, activation, and targeting of known visitors, purchasers, and look-alikes. The release frames the move amid a fast-growing US retail media market projected to reach nearly $70 billion in 2026, and includes statements from Basis EVP Tim Smith and InMarket Chief Strategy Officer Michael Della Penna.
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