Yahoo Announces Partnerships For Its Cookieless Identity Solution

For its cookieless identity solution, Yahoo has announced- Yahoo ConnectID, an additional interoperability partnership, which includes Alliant, AdPredictive, and Tealium.

In addition to adding more power to the platform and supporting Yahoo ConnectID, the new partners enable advertisers and publishers to personalise campaigns, measure performance, and improve targeting.

The number of addressable users on Yahoo ConnectID has grown to over 290 million globally, up 40 million users from the start of the year. Across mobile, desktop, search, and more, the solution is based on deterministic, differentiated, and omnichannel data sets.

In addition to ingesting and activating data from third parties, Yahoo ConnectID interfaces directly with leading data management platforms (DMPs).

Through this interoperability, advertisers will be able to use Yahoo's demand-side platform (DSP) for audience activation and measurement, and publishers can utilise Yahoo's supply-side platform (SSP). 

“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,” says Elizabeth Herbst Brady, Chief Revenue Officer at Yahoo.

As a result of two industry changes, Yahoo's identity solutions are becoming more popular. The digital environment today demands that advertisers and publishers ensure the effectiveness of their campaigns. There is growing recognition among advertisers and publishers that it is important not only to preserve addressability but also to address the non-addressable.

“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,” says Dan Richardson, Head of Data APAC at Yahoo.