Yahoo has announced new interoperability partnerships, including Alliant, AdPredictive and Tealium, for its cookieless identity solution, Yahoo ConnectID.
The partners add more power to the platform and support for Yahoo ConnectID, as advertisers and publishers seek a privacy-first solution to drive campaign personalisation, performance and measurement.
Yahoo ConnectID now reaches over 290 million addressable users globally, up 40 million users since the start of the year. The solution is built on differentiated, deterministic and omnichannel data sets, with scaled, opted-in, direct consumer relationships across mobile, desktop, search and more.
Yahoo ConnectID also directly integrates with leading data management platforms (DMPs) and customer data platforms (CDPs) to ingest and activate against third-party data.
This interoperability enables seamless audience activation and measurement within Yahoo’s demand-side platform (DSP) for advertisers, and helps publishers monetise via the Yahoo supply-side platform (SSP).
Elizabeth Herbst Brady, chief revenue officer at Yahoo, said: “The continued and rapid expansion of Yahoo’s identity solutions – Yahoo ConnectID and Next-Gen Solutions – is a testament to their effectiveness as the market grapples with challenges around privacy, audience and inventory monetisation, performance, and measurement.
“These new Yahoo ConnectID partners are a welcome addition to our ecosystem. For marketers, Yahoo ConnectID represents accountability for their ad spend in place of previously untargeted or unmeasurable impressions. For consumers, it simply means more relevant advertising,”
Dan Richardson, head of data APAC at Yahoo, said: “Advertisers and publishers in APAC have greater complexity to contend with in the changing identity landscape.
“With the choice of operating platform, browser and devices varying by market, it’s a two-sided problem – when identifiers are present and when they are not. Having an integrated approach to solve this problem has helped Yahoo’s solutions scale quickly across advertisers and publishers, to be among the most adopted and interoperable.”
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