Singapore – Data collaboration platform LiveRamp has announced its expanded partnership with Yahoo to scale addressability and enhance reach and interoperability within the advertising ecosystem.
The partnership will allow publishers, marketers, and more to leverage better post-signal connectivity. Publishers using LiveRamp’s Authenticated Traffic Solution (ATS) can take advantage of Yahoo ConnectID, a cookieless identity solution, to unlock additional addressable demand.
Furthermore, brands using Yahoo DSP can achieve greater reach through Yahoo ConnectID, which benefits from RampID and the expanded scale of LiveRamp’s ATS.
Yahoo ConnectID is powered by the direct consumer relationships of nearly 335 million authenticated users globally. It enables omnichannel addressable inventory across all of the Yahoo owned-and-operated properties and thousands of other publisher domains.
Meanwhile, RampID and LiveRamp’s Authenticated Traffic Solution power the data platform’s person-based approach to identity. This enables authenticated addressability across browsers, mobile devices, and CTV at scale across hundreds of destinations. With this, clients will be able to develop deeper customer relationships, create value throughout the customer journey, and maintain control of data.
It will require minimal effort for publishers using LiveRamp’s Authenticated Traffic Solution (ATS) to integrate Yahoo ConnectID and better monetize their addressable supply.
Therefore, publishers and marketers can deliver customised experiences everywhere without any additional configuration or resources for authenticated audiences at scale.
Through this partnership, publishers can also expect increased monetisation on their authenticated inventory via the Authenticated Traffic Solution, as Yahoo ConnectID will now be available as an identifier. Additionally, marketers looking for post-signal loss solutions will have an increased reach of authenticated users across publishers that have adopted RampID and/or Yahoo ConnectID via the Yahoo DSP.
Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said, “We strongly believe in authenticated addressability, and this partnership enables greater reach that will endure beyond third-party signal loss. We’re making it easier for marketers and publishers to leverage these solutions and maximise results while simultaneously supporting more seamless transactions across the open Web.”
Travis Clinger, SVP for activations and addressability at LiveRamp, also commented, “Yahoo is a powerful advocate for authenticated identity, and the connectivity we’re partnering to enable across their DSP and Yahoo ConnectID will help make the post-signal world a better experience for marketers than the world of today. Marketers and publishers now have even more flexibility to engage, personalise, and measure their customer journey.”
