Singapore – Yahoo Advertising has announced the launch of ‘Yahoo Identity Solutions’ for connected TV (CTV) environments, to give advertisers enhanced targeting and measurement for the ID-constrained world, backed by global partnerships with Paramount, Tubi, NBCUniversal, and FreeWheel.
Yahoo Identity Solutions aims to 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 environments.
Through the launch of Yahoo Identity Solutions, Yahoo ConnectID and Next-Gen Solutions products will be made available for CTV buys through the Yahoo DSP in Australia and Singapore.
This initiative will then allow advertisers to better target and measure the omnichannel performance of their campaigns across CTV environments, as well as other addressable and non-addressable channels.
Talking about the launch, Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said, “As CTV investments increase, identity signals are declining, impacting targeting and performance across channels, including CTV. Yahoo is committed to helping advertisers evolve with the landscape, safeguarding addressability and measurement for our partners while supporting consumer privacy. Today, we’re excited to introduce Yahoo Identity Solutions to CTV environments, furthering its momentum across the industry.”
Meanwhile, Leo O’Connor, SVP of advertising at Paramount, commented, “Implementing the Yahoo Identity Solution exemplifies Paramount’s commitment to providing best-in-class programmatic activation,” said Leo O’Connor, SVP of Advertising at Paramount. “The enrichment of our premium inventory with Yahoo ConnectID will allow our clients to optimise their campaigns with precision targeting and accurate performance insights.”
