Yesterday, Yahoo launched what it says is a first-to-market identity testing program – as part of the Yahoo Identity Solutions suite in its DSP – and was built to solve the loss of cookies and other IDs.

The new feature is available to Canadian advertisers. It provides testing capabilities to enable greater understanding and accountability for how campaigns perform in a cookieless world across all browsers, including Chrome.

With Identity Testing, advertisers can test their campaign strategies in a simulated environment directly within the Yahoo DSP across all web browsers and in-app inventory. The test enables advertisers to remove cookies across all identity-related situations such as frequency capping, targeting, conversion attribution, and reach metrics to understand how the programmatic buy would perform without using cookies in the targeting and buying process.

In a simple A/B test, advertisers can view a control line running on web and in-app inventory as it exists with all third-party cookies and identifiers. A second test line runs across the same environments without third-party cookies and device IDs. Identity testing can be run using a variety of audiences, including demographic, income, interest, lookalike and predictive.

The suite also includes Yahoo ConnectID for addressable environments and Next-Gen Solutions for non-addressable environments where identifiers like email are not present. Yahoo ConnectID for addressable inventory is powered by consent-based, first-party and partner data from Yahoo, which today reaches almost 200 million users in the U.S.