Yahoo DSP has announced an expansion of its partnership with LiveRamp, the leading data collaboration partner, to improve addressability across the advertising ecosystem in EMEA. With this expansion, publishers using LiveRamp’s Authenticated Traffic Solution (ATS) can now achieve incremental advertising spend in the Yahoo DSP by harnessing RampID, LiveRamp’s durable identifier.
The expanded partnership to the supply side will enable advertisers to extend the reach of authenticated audiences in cookieless environments while allowing publishers to unlock more addressable demand in the Yahoo DSP. Brands will also be able to onboard their own first-party data using RampID to maximise the insights derived from their knowledge of their own customer base.
How it works
EMEA publishers using LiveRamp’s Authenticated Traffic Solution will now be able to leverage additional marketer demand across channels, including CTV, directly from the Yahoo DSP. Marketers will also benefit from an expanded addressable scale in Yahoo DSP as a result of supply-side interoperability.
LiveRamp’s RampID and Authenticated Traffic Solution make every consumer experience addressable and measurable across all channels, including cookieless browsers, CTV, mobile in-app, and more. Brand marketers can use this connectivity to develop omnichannel strategies and seamlessly leverage their first-party data, as well as connect it across the entire ecosystem to all of the places where their audiences are spending time.
Also Read: Meltwater and NICE partner to bring real-time social Intelligence to customer service
The announcement builds on the successful collaboration between Yahoo and LiveRamp first announced in 2023, with the EMEA expansion for the Yahoo DSP marking a new chapter in the goal of improving advertising outcomes with strategic partnerships worldwide.
“Yahoo’s 31 million consented users in EMEA offer an unparalleled resource for advertisers to better understand their customers across platforms, scaling the solution offered by LiveRamp in an aligned but privacy-safe environment,” said Giovanni Gardelli, Vice President, DSP Data Products. “Today’s advertising industry is brimming with data insights, but maximising the potential of data is limited by silos. By widening our partnership with LiveRamp in EMEA we are giving advertisers an unparalleled understanding of audiences across channels in the region.”
“Authenticated identity offers best-in-class reach across the signal-less world, and together with Yahoo we’re continuing to add the scale brand marketers want to power global performance,” said Travis Clinger, Chief Connectivity & Ecosystem Officer & GM, International at LiveRamp. “As marketers look to the future, they’re expecting omnichannel connectivity across CTV and every platform where their audiences are spending time, and RampID helps to power this connectivity.”
“Addressable advertising solutions have long been the goal of brands, thanks to their proven ability to drive ROI,” said Rodrigo Valim de Oliveira – Senior Manager, Programmatic EMEAA at IHG Hotels & Resorts. “RampID, working in conjunction with the Yahoo DSP, offers the perfect combination to scale our addressable outreach significantly and better reach our future customers.”
SOURCE: Yahooinc