Yahoo DSP announced the launch of its Conversion API (Yahoo CAPI)-a next-generation solution designed to streamline how advertisers measure, attribute and optimize campaign performance across channels. Built with future-proofing in mind, Yahoo CAPI enables advertisers to send conversion events directly to Yahoo DSP in real time through a centralized, simplified integration-delivering more precise and timely insights.
At the core of Yahoo CAPI is Yahoo ConnectID, which leverages Yahoo’s robust base of 232 million logged-in U.S. users to provide privacy-conscious addressability at scale.
By consolidating online and offline conversion tracking into a single, unified workflow, Yahoo CAPI is transforming how commerce media networks approach measurement and attribution. Unlike traditional platforms that often require fragmented setups, Yahoo DSP empowers advertisers to optimize campaigns at the product level using real-time insights—whether conversions occur in-store, online, or via mobile app. In early implementations, advertisers have seen a 30–50% increase in attributed conversions through Yahoo CAPI.
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Advertisers can harness Yahoo CAPI via a direct API integration or through LiveRamp, Yahoo’s initial integration partner, with more partners to follow. This collaboration enables advertisers to seamlessly link offline purchase data with digital ad exposures, delivering a more holistic view of campaign impact within Yahoo DSP.
“Through this solution, advertisers can easily upload their LiveRamp offline conversions on Yahoo DSP and close the loop on measurement, gaining a clearer understanding of how our online advertising efforts are driving offline sales,” said Travis Clinger, Chief Connectivity & Ecosystem Officer at LiveRamp. “Amidst increasing pressures on advertisers’ budgets, using a CAPI enables increased campaign effectiveness – and better insights into returns – helping advertisers to make the best use of their investments and to highlight the critical role they play.”
“Yahoo DSP is committed to helping advertisers navigate the evolving digital landscape with solutions that prioritize both accuracy and privacy,” said Giovanni Gardelli, VP of ads data products at Yahoo. “With the launch of Yahoo CAPI, advertisers gain more control and flexibility in how they share conversion data, ensuring optimal measurement and performance. For example, with Yahoo CAPI, a technology advertiser saw 3x more attributed conversions across different channels and devices that would have been harder to measure due to lack of cookies or advertising IDs.”