Yahoo has enabled the merging of offline and online conversion tracking by integrating the Yahoo Conversion API (CAPI) into its DSP.

According to Yahoo, the new solution streamlines campaign measurement, attribution and optimization via a single centralized point for sending both online and offline conversion data. At the core of this solution is Yahoo ConnectID, which provides addressability through its seven million logged-in users in Canada, according to the company.

Whether sales happen in-store, through a website or app, campaigns can be optimized down to product level delivering real-time insights to uncover campaign ROI, Yahoo says, adding conversions for commerce media increased by 30% to 50% for campaigns using the Yahoo CAPI.

According to Yahoo internal data, one technology advertiser used Yahoo CAPI to pass hashed email addresses every time a consumer completed a subscription sign-up. As a result, it received three-times more attributed conversions across different channels and devices that would have been harder to measure due to a lack of cookies or advertising IDs. A financial services advertiser saw a four-times increase in attributed conversions using the same approach.

Advertisers can analyze conversion data through direct integration with Yahoo CAPI or through the data collaboration platform of its integration partner LiveRamp. This enables connection between offline conversions and online campaign exposures.