Yahoo and DirecTV forge linear and digital TV data with set-top boxes

Yahoo and DirecTV have added set-top box data to their advanced TV partnership in a bid to unify linear and digital for buyers.
In June the cable operator made Yahoo the exclusive one-stop demand-side platform for advertisers to get access to its video content. The companies forged a strategic partnership to unlock addressable TV and streaming inventories, and its set box integration is the next phase. 
The new deal gives TV buyers using Yahoo’s demand-side platform (DSP) access to da