Yahoo DSP is extending its sales network to cater to independent media agencies in Victoria. This expansion is facilitated through an extension of its existing partnership with sales house Media Tonic. Media Tonic has been Yahoo DSP's exclusive partner across Western Australia, South Australia, and independent agencies in New South Wales.

The decision to expand into Victoria is driven by a growing demand from the region's independent agency market. Yahoo DSP's ad-tech platform is noted for its performance capabilities and innovative products, which are supported by proprietary first-party data. The expansion aims to provide dedicated local expertise and support to independent agencies in Victoria.

The rollout in Victoria will be led by Hayley Treasure, Sales Director, Independent Agencies at Media Tonic. Treasure has played a key role in growing Yahoo DSP's presence in New South Wales since joining in 2024. Media Tonic has been collaborating with Yahoo DSP for seven years across Western Australia, South Australia, and New South Wales.

John McNerney, Managing Director, AUSEA at Yahoo DSP, commented on the expansion: "We’ve seen significant growth in our DSP business, driven in large part by the strength and ambition of Australia’s independent agencies. Melbourne is no exception. Expanding into Victoria with Media Tonic, a long-standing and proven partner, ensures we can support this demand with the same expertise and trusted service our clients expect."

Treasure expressed enthusiasm about the expansion: "Any independent agency we've worked with will tell you - Yahoo DSP delivers. It’s a platform that doesn’t just compete, it stands out. We’re transparent, reliable and deliver stronger performance creating real value for our partners. I’m excited to now bring this offering to independent agencies across Victoria."

Warwick Kingston, Digital Director at Media Tonic, highlighted the company's longstanding relationship with Yahoo DSP: "We’ve worked as an extension of the Yahoo DSP sales team for the past seven years across Western Australia, South Australia and New South Wales. Expanding our remit to Victoria is a natural next step and we’re looking forward to delivering the same results-focused approach to indie agencies in this market."