Yahoo Advertising is launching Yahoo Identity Solutions for connected TV (CTV), which will see Yahoo ConnectID and Next-Gen Solutions products made available for CTV buys through the Yahoo DSP in Australia.
The move will allow advertisers to better target and measure the omnichannel performance of their campaigns across CTV environments as well as other addressable and non-addressable channels.
Yahoo Identity Solutions takes an integrated, omnichannel approach to the identity-constrained world and consists of two components: Yahoo ConnectID for addressable environments and Next-Gen Solutions for non-addressable.
Yahoo ConnectID is a first-party data-powered identity solution, fuelled by direct consumer relationships with more than 55 million authenticated users in Australia and Southeast Asia.
Next-Gen Solutions is an AI-built solution for non-addressable environments. It leverages Yahoo ConnectID users as a panel audience and creates inferences for targeting, optimisation and measurement to ensure campaign effectiveness when user identity isn’t available.
Yahoo's chief revenue officer, Elizabeth Herbst-Brady, said as CTV investments increase, identity signals are declining, impacting targeting and performance across channels, including CTV.
“Yahoo is committed to helping advertisers evolve with the landscape, safeguarding addressability and measurement for our partners while supporting consumer privacy," she said.
"Today, we’re excited to introduce Yahoo Identity Solutions to CTV environments, furthering its momentum across the industry.”
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