Yahoo launches Identity Solutions for CTV environments

Yahoo Advertising has launched Yahoo Identity Solutions for connected TV (CTV) environments, including Paramount.

This move makes Yahoo ConnectID and Next-Gen Solutions products available for STV purchases through the Yahoo DSP in Australia.

The solution allows advertisers to better target and measure the omnichannel performance of their campaigns across CTV environments and other addressable and non-addressable channels.

Elizabeth Herbst-BradyChief Revenue Officer at Yahoo, said: “As CTV investments increase, identity signals decrease, impacting targeting and performance across all channels, including CTV.

“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.”

Leo O’ConnorSVP Advertising at Paramount, added: “Implementing the Identity Solution is an example of Paramount’s commitment to providing the best programmatic activation.

“Enriching our premium inventory with Yahoo ConnectID will enable our customers to optimize their campaigns with precise targeting and accurate performance insights.”

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. The 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 ConnectID users as a panel audience and creates inferences for targeting, optimization, and measurement to ensure campaign effectiveness when user identity is unavailable.

In the US, the new CTV solution will expand to networks and environments including Tubi, NBCUniversal and FreeWheel, with more expected to become available.

Also see: Paramount ‘breaks away from FTA competitors’ with launch of advertising tiers