Yahoo Identity Solutions launches for CTV environments

Yahoo Advertising introduces Yahoo Identity Solutions “for connected TV (CTV) environments, including Paramount,” effectively making Next-Gen Solutions and Yahoo ConnectID products available for CTV buying through Yahoo DSP.

The announcement:

Yahoo Advertising launches Yahoo Identity Solutions for connected TV (CTV) environments, including Paramount. This move makes Yahoo ConnectID and Next-Gen Solutions products available for CTV purchases through the Yahoo DSP in Australia.

It will enable advertisers to better target and measure the omnichannel performance of their campaigns across CTV environments and other addressable and non-addressable channels. This is critical at a time when changes such as the deprecation of cookies are creating a more identity-restricted media world.

“As CTV investments increase, identity signals decrease, impacting targeting and performance across all channels, including CTV,” said Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo. “Yahoo wants to help advertisers evolve with the landscape, ensure addressability and measurability for our partners while supporting consumer privacy. Today we are excited to introduce Yahoo Identity Solutions to CTV environments, increasing momentum within the industry.”

“Implementing the Yahoo Identity Solution is an example of Paramount’s commitment to delivering the best programmatic activation,” said Leo O’Connor, SVP Advertising at Paramount. “Enriching our premium inventory with Yahoo ConnectID will enable our customers to optimize their campaigns with precise targeting and accurate performance insights.”

Yahoo Identity Solutions takes an integrated, omnichannel approach to the constrained identity world and consists of two components: Yahoo ConnectID for addressable environments and Next-Gen Solutions for non-addressable environments.

Yahoo ConnectID is a first-party, data-based identity solution powered by direct consumer relationships with more than 55 million authenticated users* in Australia and Southeast Asia. It is one of the world’s most popular cookieless identifiers, currently deployed in nearly 50,000 publisher domains and interoperable with more than 30 top data platforms, including LiveRamp, Epsilon, Adobe, Acxiom and Twilio Segment. The Yahoo ConnectID extension to CTV bridges the gap between CTV and other digital channels.

Next-Gen Solutions is an AI-built solution for non-addressable environments where user identity is unavailable. It uses Yahoo ConnectID users as a panel audience and creates inferences for targeting, optimization, and measurement to ensure campaign effectiveness when user identity is unavailable.

*Yahoo internal data 2024

Source: Clear Hayes Consulting

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