Yahoo’s cookieless identity solution continues to gain strong industry support in APAC

Yahoo has announced new interoperability partnerships, including Alliant, AdPredictive, and Tealium, for its cookieless identity solution, Yahoo ConnectID.

The new partners add more power to the platform. They also support Yahoo ConnectID as advertisers and publishers seek a privacy-first solution. This helps to drive campaign personalization, performance, and measurement.

Yahoo ConnectID now reaches over 290 million addressable users globally, up 40 million users since the start of the year. The solution is built on differentiated, deterministic, and omnichannel data sets. It features scaled, opt-in, direct consumer relationships across mobile, desktop, search, and more.

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Yahoo ConnectID also directly integrates with leading data management platforms (DMPs) and customer data platforms (CDPs). This integration allows them to ingest and activate against third-party data. This interoperability enables seamless audience activation and measurement within Yahoo’s demand-side platform (DSP) for advertisers, and helps publishers monetize via the Yahoo supply-side platform (SSP).

“The continued and rapid expansion of Yahoo’s identity solutions – Yahoo ConnectID and Next-Gen Solutions – is a testament to their effectiveness. The market grapples with challenges around privacy, audience and inventory monetization, performance, and measurement. These new Yahoo ConnectID partners are a welcome addition to our ecosystem. For marketers, Yahoo ConnectID represents accountability for their ad spend in place of previously untargeted or unmeasurable impressions. For consumers, it simply means more relevant advertising,” says Elizabeth Herbst Brady, Chief Revenue Officer at Yahoo.

Two industry changes are accelerating the adoption of Yahoo’s identity solutions. Every dollar counts in today’s digital environment. Thus, advertisers and publishers must ensure their campaigns are relevant, measurable, and performing. Advertisers and publishers understand the importance of preserving addressability and addressing the non-addressable.

“Advertisers and publishers in APAC have greater complexity to contend with in the identity landscape. The choice of operating platform, browser,...