Yahoo’s cookieless identity solution ConnectID continues to gain traction

Yahoo has announced new interoperability partnerships, including Alliant, AdPredictive, and Tealium, for its cookieless identity solution, Yahoo ConnectID. The new partners add more power to the platform and support for Yahoo ConnectID, as advertisers and publishers seek a privacy-first solution to drive campaign personalisation, performance, and measurement. 

Yahoo ConnectID now reaches over 290 million addressable users globally, up 40 million users since the start of the year. The solution is built on differentiated, deterministic and omnichannel data sets, with scaled, opted-in, direct consumer relationships across mobile, desktop, search, and more.

Yahoo ConnectID also directly integrates with leading data management platforms (DMPs) and customer data platforms (CDPs) to ingest and activate against third-party data.  This interoperability enables seamless audience activation and measurement within Yahoo’s demand-side platform (DSP) for advertisers, and helps publishers monetise via the Yahoo supply-side platform (SSP). 

“The continued and rapid expansion of Yahoo’s identity solutions – Yahoo ConnectID and Next-Gen Solutions – is a testament to their effectiveness as the market grapples with challenges around privacy, audience and inventory monetisation, performance, and measurement. These new Yahoo ConnectID partners are a welcome addition to our ecosystem. For marketers, Yahoo ConnectID represents accountability for their ad spend in place of previously untargeted or unmeasurable impressions. For consumers, it simply means more relevant advertising,” says Elizabeth Herbst Brady, Chief Revenue Officer at Yahoo.  

Two industry changes are accelerating the adoption of Yahoo’s identity solutions. Every dollar counts in today’s digital environment, making it critical for advertisers and publishers to ensure their campaigns are relevant, measurable, and performing. Advertisers and publishers are beginning to realise the importance of not only preserving addressability but addressing the non-addressable as well. 

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