Yahoo identity solutions expand access across key SSPs

Yahoo has announced that its Identity Solutions are now widely accessible through various leading publisher tools and supply-side platforms (SSPs)._

Yahoo Identity Solutions can now be integrated by publishers through partners like Amazon Publisher Services (APS) via Connections Marketplace, InMobi Advertising, Magnite, and PubMatic. By utilising these solutions, publishers can optimise monetisation by recognising more of their audience without reliance on third-party cookies.

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." She further added, "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."

Advertisers now have the opportunity to enhance targeting by expanding audience reach to more publishers, allowing for efficient advertising campaigns even without cookies or traditional identifiers. This development facilitates publishers in adopting Yahoo Identity Solutions through diverse purchasing routes, ultimately benefiting inventory monetisation.

Specific benefits for publishers using Amazon Publisher Services include seamless onboarding of Yahoo ConnectID (YCID), facilitating optimal engagement through APS' 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."

The InMobi Advertising platform allows publishers to implement YCID effortlessly through their UnifID for In-App use. Todd Rose, Senior Vice President of Global Business Development and Partnerships at InMobi Advertising, remarked, "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. 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 provides the opportunity for publishers to utilise YCID through their Demand Manager, offering an integrated omnichannel approach. Kristen Williams, Senior Vice President of Strategic Partnerships at Magnite, stated, "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. 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."

Through PubMatic, publishers can effectively use YCID via their Identity Hub and OpenWrap solutions. Howard Luks, Vice President of Audience at PubMatic, said, "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 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."

This extension to SSPs and header bidding platforms follows the recent launch of the solutions suite within connected TV (CTV), allowing Yahoo's advertisers to better target and assess ad performance across CTV environments.