Yahoo has announced that Yahoo Identity Solutions are now widely available through leading publisher tools and SSPs. With this update, publishers can implement Yahoo Identity Solutions through launch partners Amazon Publisher Services (APS) via Connections Marketplace, InMobi Advertising, Magnite, and PubMatic.
This enables more of a publisher’s hard-earned audiences to be recognised by more demand, helping to optimise monetisation without third-party cookies.
“As we continue to extend Yahoo Identity Solutions, we are building on our momentum to shape the future of identity in advertising, ensuring publishers can monetise their audiences more effectively in an identity-constrained world,” said Chandra Cirulnick, VP of Global Supply Partnerships, Yahoo. “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”.
With this announcement, advertisers can now benefit from enhanced targeting by maximising audience scale through reaching more publishers than ever before to drive effective and efficient ad campaigns in a cookieless or identity-less environment. Publishers can easily adopt Yahoo Identity Solutions through multiple buying paths and maximise inventory monetisation for both logged-in and non-logged-in audiences, ensuring optimal yield.
Through these integrations, publishers can now benefit from each solution in unique ways:
Amazon Publisher Services (APS)
APS publisher customers can now easily onboard Yahoo ConnectID (YCID), making CID available for bidding through APS’ Transparent Ad Marketplace.
“We are excited to launch Yahoo ConnectID in APS Connections Marketplace, making it easier for our publisher customers to implement it on their inventory. With ConnectID, APS publishers can optimise their supply-side signals to better engage demand via Amazon’s Transparent Ad Marketplace monetisation path,” said Scott Siegler, director of Amazon Publisher Services.
InMobi Advertising
Publishers can seamlessly implement YCID through InMobi’s UnifID for In-App use cases. InMobi’s UnifID, an industry-first identity management solution for In-App, allows publishers to seamlessly implement and manage multiple partner IDs, and centralise those integrations through the InMobi SDK.
“InMobi is thrilled to be the first platform focused on ad monetisation for mobile app developers to integrate with the Yahoo ConnectID, providing advertisers who leverage the Yahoo DSP a clearer path to addressable inventory in a privacy-first world,” said Todd Rose, SVP, Global Business Development & Partnerships, InMobi Advertising. “This partnership underscores our commitment to continuous adaptation of the InMobi Exchange to the evolving privacy landscape and to supporting publisher choice concerning the alternative identity solutions they support”.
Magnite
Publishers can leverage YCID through Magnite’s Demand Manager, a wrapper management solution built on Prebid, with no additional contracting or development resources needed. Magnite also offers an integrated omnichannel approach, supporting YCID across all formats, including CTV, through its SpringServe ad server, Streaming SSP and DV+ SSP.
“In line with our efforts to provide publishers and buyers with high-quality options to activate addressable advertising across every format in the ever-evolving identity landscape, we are excited to be among the first to integrate with Yahoo Identity Solutions,” said Kristen Williams, SVP of Strategic Partnerships at Magnite. “The breadth of Yahoo’s deterministic data is a powerful asset that can enhance the value of premium content while delivering better results for advertisers.”
Pubmatic
Publishers can easily leverage YCID through Pubmatic’s Identity Hub and OpenWrap, Pubmatic’s header bidding solution, built on Prebid.
“We aim to simplify identity management for publishers using Identity Hub, which in turn helps buyers more effectively recognise and reach their desired target audiences,” said Howard Luks, VP of Audience at PubMatic. “The Yahoo Identity Solutions provide privacy-safe, authenticated user data that will further empower our publisher clients to drive monetisation in cookie-less environments and connect seamlessly with buyers. Our publishers can now easily incorporate Yahoo ConnectID within their existing alternative identity strategy and leverage our testing and reporting capabilities to understand what will drive success for their business”.
Extending Yahoo Identity Solutions to SSPs and header bidding platforms builds on the momentum of the solutions suite’s recent launch on connected TV (CTV). It enables Yahoo advertisers to target and measure ad performance more accurately across CTV environments with partners such as Tubi, NBCU, Paramount, and FreeWheel.
