Yahoo has launched Audience Ads on its Ad Manager Plus platform in the UK.

Audience Ads gives advertisers programmatic access to Yahoo inventory for the first time, as well as third-party sites. This can be targeted using Yahoos data on its 34m monthly UK users and data from third parties and the advertiser itself.

The launch was announced at Yahoos Upfronts event in London this morning, along with a content marketing solution which brings together the Yahoo portfolio with Tumblr, the social media platform it acquired in May last year.

“Tumblr has always been a platform for the worlds creators to distribute content, and a place users can go to get content on the things theyre passionate about,” said Patrick Albano, head of solutions EMEA at Yahoo.

According to Albano, Yahoo is attempting to blend the three main options for content marketers – media partnerships, dedicated websites or social networks – to provide both quality content and distribution at scale. “We wanted to bring together the editorial understanding of Yahoo with the social distribution of Tumblr,” he said.

At the same event, Yahoo also shared the results of an eye tracking study in Germany, which found that 85 per cent of users saw Yahoos Gemini native ads, meaning their visibility is 21 per cent greater than standard mobile display ads.