Today, Yahoo added an app for Yahoo Stream Ads, the native placements that appear within the news feeds on Yahoo sties and above users’ emails in Yahoo Mail, to the suite of apps available in Yahoo Commerce Central.
The Yahoo Stream Ads app offers advertisers a self-serve platform to run the CPC-based ads on all devices.
Yahoo Commerce Central came out earlier this month as a relaunch of Lexity, which the company acquired in July (Yahoo continues to use the Lexity domain). The app suite is integrated into Yahoo Stores; however, the apps are also supported on over 30 other platforms including Magento, BigCommerce and Shopify.
In addition to the new Yahoo Stream Ads app, Yahoo Commerce Central includes apps for real-time analytics, retargeting, Google Shopping PLAs, Facebook Ads and Amazon Ads among others. It’s designed to give small businesses easy access to e-commerce tools.
The addition of the Yahoo Stream Ads app in Commerce Central gives the company a way to scale its customer base. In August, Yahoo updated seven of its properties, including Sports, Music, TV, omg! and Movies, to include stream ads. The ads are responsive to display across all devices and the format reflects Yahoo’s mission of making content more personalized and ads “more immersive.” It will be interesting to see if SMBs gravitate to the stream ads.