LiveRamp, the leading data collaboration platform, and Yahoo announced an expanded collaboration to expand targeting capabilities, enhance reach and interactivity across the advertising ecosystem. Operability. Through this partnership, publishers using LiveRamp’s Authenticated Traffic Solution (ATS) will now be able to take advantage of Yahoo ConnectID , a cookie-less identity solution , and free up additional targeting needs.
Additionally, brands using Yahoo DSP can gain broader reach with Yahoo ConnectID, which is supported by RampID and LiveRamp’s larger scale verified traffic solutions.
Yahoo ConnectID is powered by direct consumer relationships with nearly 200 million authenticated users in the U.S., enabling omnichannel targetable inventory across all Yahoo-owned and operated properties and thousands of other publisher domains. RampID and LiveRamp’s authenticated traffic solutions support LiveRamp’s person-based authentication method, enabling verifiable location capabilities across browsers, mobile devices and connected TVs for use at scale in hundreds of destinations. Customers will be able to develop deeper customer relationships, create value throughout the customer journey, and maintain control of their data.
Publishers adopting LiveRamp’s verified traffic solution will be able to effortlessly integrate with Yahoo ConnectID and better monetize their targetable assets. More than 450 brands have partnered with LiveRamp to use its first-party data to personalize consumer experiences.
Without any additional configuration or resources, publishers and marketers can benefit from this partnership to validate audiences at scale and deliver customized experiences where it matters. With Yahoo ConnectID now available as an identifier, publishers can expect to increase the monetization of their authenticated resources through authenticated traffic solutions. Additionally, marketers looking for post-signal loss solutions will have broader reach to verified users through Yahoo DSP among publishers adopting RampID and/or Yahoo ConnectID.
Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said: “We believe deeply in our proven targeting capabilities, and this partnership will give us broader reach beyond the impact of third-party signal loss. We will enable marketers to and publishers can more easily leverage these solutions and maximize outcomes, while enabling more seamless transactions on the open web.”
“Yahoo is a strong advocate for identity verification,” said Travis Clinger, senior vice president of activation and targeting capabilities at LiveRamp. “Through the connections we’ve made through our partnership with them on DSPs and Yahoo ConnectID, marketers will have more to offer in the new post-signal era than they do.” Great experience. Marketers and publishers now have more flexibility to engage, personalize and measure their customer journeys.”
SOURCE: Businesswire