The Yahoo DSP in partnership with LiveRamp, the leading data collaboration platform, announced their integration of LiveRamp’s Authenticated Traffic Solution (ATS) and Yahoo ConnectID, its cookieless identity solution, is now fully available for publishers. With the announcement, Yahoo has added dozens of new publisher domains to its already robust partner ecosystem.
Following the initial announcement of their partnership, Yahoo DSP and LiveRamp publishers are now able to leverage Yahoo ConnectID and Authenticated Traffic Solution to unlock additional addressable demand. Allen Media Group, CarGurus, DISH Media, FloSports, and Philo are already adopting Yahoo ConnectID, continuing progress towards improved addressability and audience engagement within the advertising sector. All 21,000 publisher domains that have adopted LiveRamp’s Authenticated Traffic Solution can also seamlessly integrate with Yahoo ConnectID with minimal effort and benefit from additional flexibility to meet marketer demand.
“With the official integration of Yahoo ConnectID now complete and available to all LiveRamp and Yahoo customers, we are taking a significant step forward in authenticated addressability,” said Adam Roodman, SVP Product Strategy & Management, Yahoo. “Building on our strong foundation, this milestone enhances our ability to provide publishers with the tools they need for more precise targeting and engagement, ultimately driving superior outcomes. This partnership not only extends our reach but ensures resilience against the challenges posed by the loss of third-party cookies.”
This rollout showcases the ongoing momentum of Yahoo Identity Solutions, which continues advancing with new partner and platform integrations. Yahoo Identity Solutions take 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, fueled by direct consumer relationships with more than 205 million authenticated users¹ in the U.S. It stands as one of the world’s most adopted cookieless identifiers, currently implemented across nearly 50,000 publisher domains and interoperable with more than 30 top data platforms.
“We’re committed not just to enabling LiveRamp’s authenticated ecosystem, but also every high-quality identifier the industry needs, to scale and grow,” said Travis Clinger, Chief Connectivity & Ecosystem Officer, LiveRamp. “Marketers and publishers need solutions that allow for full identity interoperability inside and outside their walls, and our partnership with Yahoo provides critical flexibility here, enabling deeper consumer relationships, value throughout the customer journey, and better control of data.”
“As we transition toward a cookieless future, it is crucial for us to adopt solutions that not only maximize our use of first-party data but also uphold the value and trust our consumers expect in our apps Local Now and The Weather Channel,” said Josh Sharma, Vice President of Advertising Partnerships for Allen Media Group. “Our integration with Yahoo ConnectID, powered by LiveRamp, provides a cutting-edge platform that empowers our advertisers to connect with audiences at scale effectively.”
“Philo’s programmatic-first approach to advertising requires unique identity solutions in order to drive success,” said Reed Barker, Philo Head of Advertising. “We are thrilled to support Yahoo ConnectID which allows advertisers to accurately target their audiences and measure results at scale, all while respecting consumer privacy.”
Yahoo and LiveRamp are dedicated to leading innovation in advertising technology, prioritizing user privacy, and delivering effective outcomes for publishers and advertisers. This partnership aims to redefine industry standards in digital advertising, enhancing client capabilities and improving user experiences across the digital domain.
SOURCE: Yahoo