Yahoo extends ID solutions availability

The identity solutions suite can now be integrated across publishers via leading SSPs and header bidding marketplaces,

Yahoo has extended availability of its Yahoo Identity Solutions through publisher tools and sell-side platforms (SSPs).

Publishers can now access Yahoo Identity Solutions – which helps publishers safely identify their audiences and advertisers pick their targets – through launch partners Amazon Publisher Services (via Connections Marketplace), InMobi Advertising, Magnite and PubMatic. The extension means more of a publisher’s audiences will be recognized, which will help to optimize monetization without third-party cookies.

The Yahoo ID solution provides privacy-safe, authenticated user data that helps publishers connect seamlessly with buyers and drive monetization in cookie-less environments. Publishers can easily incorporate Yahoo ConnectID within their existing alternative (cookieless) identity strategy.

Chandra Cirulnick, VP of global supply partnerships for Yahoo, says “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 monetize 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.”

Yahoo Identity Solutions can be easily adopted through multiple buying paths and maximize inventory monetization for both logged-in and non-logged-in audiences.

Extending Yahoo Identity Solutions to SSPs and header bidding platforms builds on 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.