Yahoo continues to expand its identity toolkit.
Today, Yahoo announced that its Identity Solutions suite—which includes Yahoo ConnectID, a cookieless ID for addressable environments, and Next-Gen, a contextual tool for non-addressable—can now integrate with top SSPs and header bidding platforms. At launch, integration partners include Magnite, PubMatic, Amazon Publisher Services via Connections Marketplace, and InMobi. Publishers using these platforms can add Yahoo’s identity signals (Yahoo ConnectID for logged-in users and Next-Gen Solutions for non-logged-in users) to their inventory.
SSPs and header bidding platforms include Yahoo’s identity signals in the bid request they send to Yahoo DSP, which is the only media-buying platform that supports Yahoo Identity Solutions. In turn, Yahoo DSP advertisers get access to a larger pool of addressable inventory, even in environments where traditional identifiers, like third-party cookies, aren’t available. For publishers, more addressable inventory can lead to better yield and higher revenue.
Why This Matters:
The deprecation of identity is ongoing. While Google has punted its decision to phase out third-party cookies in Chrome, it will still occur through end user opt out. That, plus a patchwork of local, federal, and international regulations, means the open web is seeing a decline in identifiers overall, making much of it non-addressable. As this continues, tech like Yahoo Identity Solutions are gaining more scale and adoption.
Yahoo ConnectID is a first-party identity solution that uses Yahoo user data to make addressable advertising possible without cookies. Next-Gen is Yahoo’s contextual targeting tool that uses AI to infer audience characteristics in non-addressable environments where user identity is totally unavailable. These tools help advertisers, publishers, and SSPs manage the transition we’re seeing.
Today’s announcement reflects Yahoo’s ongoing efforts to scale its Identity Solutions suite. In addition to SSPs, Yahoo recently extended it to CTV, integrating with platforms Tubi, NBCU, Paramount, and FreeWheel. Last month, the company also announced an integration with Snowflake, making Yahoo ConnectID interoperable with one of the largest data clean room providers.
Experts React:
Chandra Cirulnick, VP of Global Supply Partnerships, Yahoo, says, “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.”
Our Take:
Interestingly, it feels like we’re seeing a real drumbeat from Yahoo for its Identity Solutions. For comparison, the drumbeat around The Trade Desk’s alternative ID, UID, seems to have cooled. (TTD also doesn’t offer something comparable to Next Gen.) The last we heard about it was on TTD’s August earnings call, where CEO Jeff Green claimed it had “reached a critical mass of adoption.”
