Starcom and Yahoo today announced that the two companies will work together to make the digital video experience more personalized and relevant. The agreement combines Yahoo’s original video content, custom data, and advanced advertising technology to redefine how we target online video content – delivering exceptional video experiences to users alongside new, brand-relevant advertising opportunities.

Hundreds of millions of people come to Yahoo every day for the content and experiences that matter most to them, and through that usage data, we are able to create experiences that are more personalized and more targeted with every use. Starcom’s client roster includes some of the most well-known brands in the world – brands that are looking for great premium, personalized content that their customers love.

By coming together in a unique data-driven approach, Yahoo and Starcom will use viewership data as well as brands’ audience data to create and target video content based on the topics we know are resonating with consumers, spanning categories like comedy, entertainment, finance, sports, health and wellness. Together with Starcom, Yahoo will deliver video ad experiences that actively seek out the most engaged audiences and provide better measurement on the impact for brands. Clients on the Starcom roster, such as Allstate, Kraft, Kellogg’s, Hallmark, and Jim Beam, have an opportunity to participate as launch partners and gain access to premium video ad opportunities.

Starcom and Yahoo share the belief that digital video is much more than an extension of TV. From programming to advertising, online video has the power to be more personalized, more relevant, and more meaningful. This agreement puts the power of data to work to ensure that the right content and advertising finds the right consumers both on Yahoo properties and through off-channel audience targeting. With a more personalized and meaningful video experience for consumers, brands can see more targeted online storytelling opportunities and in turn, smarter content investments.