Singapore – Yahoo has extended the availability of Yahoo Identity Solutions through its launch partners’ publisher tools, allowing access to more publishers.
The identity solutions can be accessed through Yahoo’s launch partners Amazon Publisher Services, InMobi Advertising, Magnite, and PubMatic. The update helps publishers increase revenue by increasing their audience without using third-party cookies.
Through adopting Yahoo Identity Solutions, publishers can easily monetise their ads for logged-in and non-logged-in audiences, allowing for optimal results. It also allows publishers to easily use Yahoo ConnectID on their platforms to help them in a cookieless environment.
Advertisers can also benefit from improved audience targeting by reaching more publishers who can ensure efficient and effective ad campaigns.
The update builds on Yahoo’s momentum on the identity solutions suite. Recently, the company launched Yahoo Identity Solutions on connected TV to help advertisers target and measure performance.
Chandra Cirulnick, vice president of global supply partnerships at Yahoo, said, “As we continue to extend Yahoo Identity Solutions, we are building on our momentum to shape the future of identity in advertising, ensuring publishers can monetise their audiences more effectively in an identity-constrained world.”
“This expansion demonstrates our commitment to future-proofing our clients’ businesses as they adapt to the evolving digital landscape through robust identity solutions that drive performance and respect user privacy,” Cirulnick added.
“We are excited to launch Yahoo ConnectID in APS Connections Marketplace, making it easier for our publisher customers to implement it on their inventory. With ConnectID, APS publishers can optimise their supply-side signals to better engage demand via Amazon’s Transparent Ad Marketplace monetisation path,” Scott Siegler, director of Amazon Publisher Services, said.
“InMobi is thrilled to be the first platform focused on ad monetisation for mobile app developers to integrate with the Yahoo ConnectID, providing advertisers who leverage the Yahoo DSP a clearer path to addressable inventory in a privacy-first world. This partnership underscores our commitment to continuous adaptation of the InMobi Exchange to the evolving privacy landscape and to supporting publisher choice concerning the alternative identity solutions they support,” Todd Rose, senior vice president of global business development and partnerships at InMobi Advertising, commented.
Kristen Williams, senior vice president of strategic partnerships at Magnite, said, “In line with our efforts to provide publishers and buyers with high-quality options to activate addressable advertising across every format in the ever-evolving identity landscape, we are excited to be among the first to integrate with Yahoo Identity Solutions. The breadth of Yahoo’s deterministic data is a powerful asset that can enhance the value of premium content while delivering better results for advertisers.”
“We aim to simplify identity management for publishers using Identity Hub, which in turn helps buyers more effectively recognise and reach their desired target audiences. The Yahoo Identity Solutions provide privacy-safe, authenticated user data that will further empower our publisher clients to drive monetisation in cookie-less environments and connect seamlessly with buyers. Our publishers can now easily incorporate Yahoo ConnectID within their existing alternative identity strategy and leverage our testing and reporting capabilities to understand what will drive success for their business,” Howard Luks, vice president of audience at PubMatic, said.
