Yahoo expands identity solutions with new publisher tools

Yahoo has announced the extension of its Identity Solutions, making them available through publisher tools and Supply-Side Platforms (SSPs).

Publishers can now implement Yahoo Identity Solutions via launch partners such as Amazon Publisher Services (APS) through Connections Marketplace, InMobi Advertising, Magnite, and PubMatic. This update allows publishers to have more of their audiences recognised by demand without relying on third-party cookies, thus optimising monetisation.

Chandra Cirulnick, Vice President of Global Supply Partnerships at Yahoo, stated, "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. 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."

This announcement means advertisers can enhance targeting capabilities by reaching more publishers and executing effective ad campaigns in environments lacking traditional identity signals. It also allows publishers to adopt Yahoo Identity Solutions via multiple channels, maximising inventory monetisation for logged-in and non-logged-in users alike.

Amazon Publisher Services publishers can onboard Yahoo ConnectID via the APS Connections Marketplace, making ConnectID available through APS's Transparent Ad Marketplace. Scott Siegler, Director of Amazon Publisher Services, commented, "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."

Through InMobi Advertising, publishers can implement Yahoo ConnectID via InMobi's UnifID, a solution for In-App scenarios. Todd Rose, Senior Vice President of Global Business Development & Partnerships at InMobi Advertising, noted, "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."

Yahoo Identity Solutions are also accessible via Magnite's Demand Manager, which offers a seamless integration of ConnectID with minimal resources needed. Kristen Williams, Senior Vice President of Strategic Partnerships at Magnite, expressed, "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."

Pubmatic allows publishers to use Yahoo ConnectID through its Identity Hub and OpenWrap solutions. Howard Luks, Vice President of Audience at PubMatic, mentioned, "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."

The expansion of Yahoo Identity Solutions to include SSPs and header bidding platforms is part of its broader strategy to enhance its offerings following its launch on connected TV platforms. This addition enables Yahoo advertisers to more accurately target and assess ad performance across CTV environments with partners such as Tubi and NBCU.