Today, Yahoo announced a new integration with MikMak that makes the ecommerce platform’s add-to-cart functionality and customer insights available for advertisers.Advertisers will be able to take advantage of this functionality in native ads and display inventory on Yahoo. Viewers of the ads will also be able to choose from multiple checkout options, an increasingly important feature in the CPG space as these brands make inroads in e-commerce.The analytics capabilities provided through this partnership also give brands the ability to capture demographic, psychographic and behavioral insights from first-party data.Yahoo made moves last year to plug advertisers into ecommerce through its partnership with Shopify.Why we care. Yahoo, formerly Verizon Media, is growing in both directions to elevate ecommerce opportunities for retailers and brands, in a clear sign of digital shopping’s democratization of retail.On the one hand, smaller SMB merchants are tapping into Yahoo’s Dynamic Product Ads via the Shopify partnership. (The same Shopify merchants can also now run streaming ads on Roku.)At the same time, big CPG brands who want to make more everyday items like laundry detergent or snacks need to remain competitive in the digital space with ecommerce direct-to-consumer ordering that is flexible, according to the consumer’s preferred online or offline store.Read next: 2022 Predictions: E-commerce everywhereNew on MarTech About The Author Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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