Yahoo Exchange Policies

The following covers some key details into our marketplace dynamics across our exchange platforms, based on the questions we’ve received from buyers.

Buyer Preferencing

For auctions in the open marketplace, Yahoo treats all bids equally and does not apply preferences to bids, but publishers themselves may apply preferences such as blocking specific DSPs or advertiser domains from bidding on their inventory.

Auction types and signals

A bid request passes the applicable auction type and deal type in the applicable fields of the request based on IAB standards.

Bid caching

Yahoo does not cache bids. Bids are only used for the auction for which they were submitted.

Arbitrage

Yahoo does not itself arbitrage inventory from another exchange to make available to buyers. However, we cannot enforce this principle for third-party sellers who make their inventory available on our exchange.

Post-Auction price floors

Yahoo does not modify price floors post-auction to influence the clearing price.

Pre-auction price floors

We may apply price floors under the following circumstances:

• PMP/Deal IDs may have alternative floors set for different priorities.
• Price floors may be customized or adjusted pre-auction on behalf of, or at the instruction of, a publisher, based on a variety of factors, including, for example, the value of a particular user, location, website/app, marketplace, and prior bidding behavior.