Yahoo DSP’s integration of LiveRamp’s Authenticated Traffic Solution (ATS) with Yahoo ConnectID boosts audience targeting, improves ad relevance, and enhances monetization for publishers and advertisers.
Audience targeting and improved ad relevance are critical in today’s highly competitive media environment. With the rapid proliferation of digital content, advertisers and publishers face an unprecedented challenge in reaching and engaging their desired audiences.
That’s why this integration of Yahoo ConnectID with LiveRamp’s Authenticated Traffic Solution (ATS) could not have come at a better time, particularly as the industry navigates the challenges of a cookieless environment.
This seamless integration allows publishers who have adopted LiveRamp’s ATS to unlock additional demand from Yahoo DSP, substantially improving the monetization of their addressable supply. “Demand-side interoperability has been a key feature, and now, with our expanded partnership, publishers can achieve greater scale and better monetization through Yahoo ConnectID,” explains Chandra Cirulnick, VP, Global Supply Partnerships at Yahoo DSP.
By harnessing advanced identity solutions such as Yahoo ConnectID, marketers can accurately identify user preferences and behaviors in a privacy-centric way, ensuring their messages are delivered to the right people at the right time. This approach enhances user experience, drives higher engagement, and improves overall campaign performance.
How Yahoo ConnectID Boosts Audience Engagement and Revenue
The benefits are clear. Publishers leveraging Yahoo ConnectID have seen, on average, a 40% higher eCPM for Yahoo ConnectID impressions than those without it. Additionally, the win rate for advertisers and publishers is, on average, 34.3% higher when Yahoo ConnectID is available. For non-addressable supply, Yahoo Next-Gen Solutions provide on average, an impressive 76% higher eCPM and a 37.5% higher win rate. This dual approach ensures publishers maximize their revenue regardless of user authentication status.
Yahoo’s integration with LiveRamp’s ATS also future-proofs addressable advertising. By expanding Yahoo ConnectID’s footprint and refining its integration, Yahoo is committed to improving addressability for publishers and advertisers. The tech behemoth also plans on incorporating industry solutions like Google Privacy Sandbox, ensuring a robust and resilient identity solution strategy.
Powered by 205 million direct, consent-based consumer relationships in the US, Yahoo ConnectID leverages 200 billion daily cross-screen signals to build comprehensive user and household profiles. This depth of data allows for precise targeting and enhanced audience insights, enabling both publishers and advertisers to thrive despite the deprecation of third-party cookies.
Publisher Praise: Real-World Success Stories
Publishers are already singing the integration’s praises. For instance, Dish Media has been able to extend advertisers’ reach. “Yahoo ConnectID empowers our advertisers to access new, potentially interested audiences across Yahoo’s extensive network, ensuring enhanced reach and effectiveness for their campaigns,” shares Andrew Tint, General Manager of Programmatic at Dish Media. Jeff Quandt, VP, Revenue Partnerships at Allen Media Group echoes that sentiment, highlighting that Yahoo ConnectID allows for a more tailored ad experience and better measurement of media investments.
Another notable example of publisher success with the Yahoo ConnectID comes from Philo, a programmatic-first television company. “The integration with Yahoo ConnectID aligns perfectly with our strategy and strengthens our connection with advertisers using the Yahoo platform, enhancing their ability to find their most valuable segments on Philo and deliver relevant ads to our audience. This capability to provide precise audience targeting and improved ad relevance is critical,” shares Aulden Kaye, Philo’s Head of Advertising Partnerships, when articulating the advantage.
These success stories underscore the broader trend of industry leaders leveraging advanced identity solutions to remain competitive. As ad tech evolves, the reliance on third-party cookies has become increasingly untenable, necessitating the adoption of innovative strategies to maintain ad efficacy. Yahoo ConnectID offers the agility required to navigate these changes, providing publishers with robust tools to address the impending demise of third-party cookies. By integrating such cutting-edge technology, publishers can maintain and even enhance their advertising capabilities, ensuring they remain at the forefront of the industry.
Setting New Industry Benchmarks for the Future
The Yahoo DSP is committed to collaboration and interoperability to enable publishers and advertisers to effectively communicate and resonate with their audiences in a highly fragmented landscape. The tech leader’s ongoing enhancements and partnerships are positioning Yahoo ConnectID as a pivotal player in digital advertising, driving not only efficiency but also superior outcomes.
For publishers strategizing to future-proof their advertising operations and optimize monetization in a cookieless world, the integration with Yahoo ConnectID emerges as a strategic choice. The platform offers sophisticated identity resolution capabilities meant to significantly enhance audience understanding, campaign precision, and overall ROI.
Learn more about this powerful tool here.