When will Yahoo Ads instream start delivering on ABEMA?

Delivery could begin as early as January 28, with managed accounts first. From February, access is expected to broaden beyond managed service, allowing more advertisers to activate campaigns. Plan tests in late January, validate reporting, then scale budgets as inventory and targeting options expand.

How are viewable impressions counted for this format?

A viewable impression is counted at the start of playback. Advertisers should still track completion rate, audible rate, and attention metrics to verify quality. Compare results with other premium video partners to ensure consistent benchmarks and diagnose any gaps in frequency or creative effectiveness.

What are the advantages of Connected TV advertising here?

CTV places brand video in a lean-back setting on the biggest screen in the home. It can deliver higher recall and stronger completion versus some mobile placements. Cross-screen buying adds incremental reach, while premium streaming environments reduce risk and support more predictable ad experiences.

How should marketers test and scale budgets?

Begin with a controlled test across PC, mobile, and CTV, using consistent creative and clear KPIs. Monitor cost per completed view and unique reach. If performance holds, scale budgets and add brand lift studies. Refresh creatives regularly and tighten frequency caps to reduce duplication across screens.

Global Market Insights

January 23: ABEMA Opens Yahoo Ads Instream, CTV Reach Expands

ByHuzaifa Zahoor January 23, 2026January 23, 2026

ABEMA will start serving Yahoo Ads instream placements across PC, mobile, and Connected TV advertising in Japan as early as January 28. This move, under the LINE Yahoo partnership, gives marketers scale in premium video with viewable impressions counted at playback start. From February, access will expand beyond managed accounts. For investors, this signals growing CTV demand, new budget flows into streaming, and stronger yield potential for high-quality inventory. We explain what changes, why it matters, and how to plan buys.