Singapore – Technology platform Yahoo DSP has launched the ‘Conversion API’ (Yahoo CAPI) solution to enhance measurement, attribution, and optimisation of campaigns. It allows advertisers to integrate their conversions to Yahoo DSP to ensure accurate campaign performance insights.
Yahoo CAPI unifies online and offline conversion tracking, redefining how commerce media networks measure and attribute. Through real-time insights across channels, Yahoo DSP empowers advertisers to optimise campaigns in a single workflow.
Using first-party identifiers, advertisers can also transmit data directly on the platform or through LiveRamp’s data collaboration platform. LiveRamp is Yahoo CAPI’s initial integration partner.
“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,” Travis Clinger, chief connectivity & ecosystem officer at LiveRamp, said.
Clinger added, “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 prioritise both accuracy and privacy,” Giovanni Gardelli, VP of ads data products at Yahoo, said.
“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,” Gardelli added.
