Singapore – Yahoo has announced first-to-market testing capabilities for its identity suite, ‘Yahoo Identity Solutions,’ directly in the Yahoo DSP. The move aims to have advertisers gain valuable media insights and prepare their businesses today to properly optimise and measure campaigns amid third-party cookie deprecation.
Through this new identity suite, advertisers can test their campaign’s future-proofing strategies in a simulated environment directly within the Yahoo DSP across all web browsers and in-app inventory. The test also enables advertisers to remove cookies across all identity-related use cases such as frequency capping, targeting, conversion attribution, and reach metrics to understand how Yahoo Identity Solutions can support their programmatic media.
Through a simple A/B test, advertisers can view a control line running on the web and in-app inventory as it exists today – inclusive of all third-party cookies and identifiers – and a test line that runs across the same environments without third-party cookies and device IDs, which leverages Yahoo Identity Solutions for targeting and buying.
Moreover, by juxtaposing control and test campaigns, advertisers can get a better sense of future advertising trends, thereby optimising campaigns and enhancing overall outcomes. Identity testing can be run using a variety of audiences, including demographic, income, interest, lookalike, and predictive.
Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said, “As cookie deprecation quickly approaches, advertisers are looking to easily and accurately test solutions without having to change the way they buy or introduce friction into their campaigns. These new testing capabilities and our continued enhancement of Yahoo Identity Solutions reflect our unwavering dedication to providing advertisers with accurate insights and measurable business outcomes.”
Meanwhile, Dan Richardson, director of data and insights for AUSEA at Yahoo, emphasises the significance of identity testing, saying, “These new testing features move Identity from back end to front and centre, right there in your campaign setup, giving advertisers more control and a bigger impact. This underscores Yahoo’s dedication to a privacy-centric and results-driven ecosystem in the APAC region, ensuring advertisers achieve their business objectives with precision and adaptability.”
