Yahoo is re-entering the sell side of the ad tech market with a new product called Backstage, which allows advertisers to purchase publisher inventory directly from its demand-side platform (DSP). This move aligns with the industry trend towards supply-path optimization (SPO), providing a streamlined route for programmatic buying.

Backstage, set to launch in the third quarter, eliminates the need for a supply-side platform (SSP) by offering direct access to publisher inventory. At its debut, Backstage will feature over 100 publishers, including notable names like A+E Networks, Dotdash Meredith, Raptive, The Arena Group, Vizio, Newsweek, and Yahoo’s own media properties.

This initiative, shared exclusively with Adweek by Yahoo executives, aims to simplify the ad buying process and enhance efficiency for marketers.