Yahoo ConnectID is connecting, damnit.
This week, the company announced that ConnectID—its alternative identifier—has been adopted across AMC Networks, DIRECTV Advertising, Telly, and LG Ads Solutions inventory. The announcement comes at the one-year mark of Yahoo Identity Solutions’ launch on CTV.
Yahoo Identity Solutions (we’ll just call it YIS for short) is a suite of tools designed to help advertisers and publishers target and measure campaigns in signal-limited and privacy-centric environments. When Yahoo introduced YIS for CTV last year, its initial partners included Paramount, Tubi, NBCUniversal, and FreeWheel.
With this update—and with all of these CTV publishers and platforms now in the mix—Yahoo says ConnectID is “now scaled across the majority of programmatic CTV supply.”
Why This Matters:
Signal loss continues (even if Google has paused some of the previously expected changes) to reshape digital advertising, driven by regulation, user opt-outs, and platform decisions. Solutions like ConnectID help maintain addressability and measurement across channels as traditional identifiers go away. For example, a Yahoo DSP advertiser can use this expanded ConnectID scale to more accurately tie outcomes—such as a mobile purchase—to CTV ad exposure. Or it could help a brand measure whether CTV viewers later visited an advertiser’s website, even without third-party cookies.
Yahoo ConnectID is an opted-in, cookieless identity solution built on Yahoo’s proprietary Identity Graph. It supports addressable advertising across sites, apps, and devices—without relying on legacy identifiers—by leveraging hashed email and other authenticated signals from Yahoo services and products, with privacy controls and opt-out options for users.
Experts React:
Publishers are also seeing results from ConnectID. After one year, in the expansion announcement, Yahoo highlighted results from NBCUniversal showing a 4x increase in conversion rates and a 71% lower CPA for Peacock advertisers using ConnectID.
Here’s what James Kreckler, SVP, Programmatic Advertising at NBCUniversal, had to say about it:
“Yahoo ConnectID has allowed us to further drive meaningful results for our advertisers while prioritizing consumer privacy.”
Our Take:
As we wrap the year, the CTV story has largely been about scale—more inventory, more access, more ways to buy. But 2026 feels like it may shape up to be the year of addressability, with advertisers looking for stronger cross-device connections and clearer measurement signals.
Yahoo’s ConnectID expansion is one example of that shift (and we’ve seen a few others lately, too). And the demand is real: among advertisers who don’t currently use addressable TV, nearly two-thirds plan to start in 2026—a 53% jump from 41% in 2022. Granted, this comes from the… Go Addressable TV trade group. But, hey, it still tracks.
AdTechRadar is owned by Chris Harihar, who leads PR at Mod Op. Yahoo is a Mod Op client.
