It will be possible for publishers, marketers, and others to benefit from improved post-signal connectivity.
Yahoo and LiveRamp, the top data collaboration platform, today announced an expanded cooperation to increase reach and interoperability across the advertising ecosystem and scale addressability. With the help of this collaboration, publishers employing LiveRamp’s Authenticated Traffic Solution (ATS) will be able to benefit from Yahoo ConnectID’s cookieless identity solution and open up new addressable demand.
Additionally, Yahoo ConnectID, which benefits from RampID and the enhanced scale of LiveRamp’s Authenticated Traffic Solution, enables companies that use the Yahoo DSP to expand their reach.
All of the Yahoo owned-and-operated properties as well as thousands of additional publisher domains are able to offer omnichannel targeted inventory thanks to Yahoo ConnectID, which is powered by direct consumer relationships of approximately 200 million authenticated users in the U.S. RampID and LiveRamp’s Authenticated Traffic Solution enable authenticated addressability across browsers, mobile devices, and CTV, at scale over hundreds of destinations, and power LiveRamp’s person-based approach to identity. Deeper customer interactions, value creation across the customer journey, and data control will all be possible for clients.
Publishers who have implemented LiveRamp’s Authenticated Traffic Solution will find it easy to integrate with Yahoo ConnectID and increase the value of their addressable supply. More than 450 brands now use LiveRamp to customise consumer experiences using their first-party data.
This relationship enables publishers and advertisers to deliver tailored experiences wherever it matters to authenticated audiences at scale without requiring any additional configuration or resources. Publishers can anticipate to receive higher revenue from their authenticated inventory when using the Authenticated Traffic Solution now that Yahoo ConnectID is a valid identity. Additionally, through the Yahoo DSP, marketers seeking post-signal loss solutions will have greater access to authenticated customers across publishers that have embraced RampID and/or Yahoo ConnectID.
“We strongly believe in authenticated addressability, and this partnership enables greater reach that will endure beyond third-party signal loss”, “We’re making it easier for marketers and publishers to leverage these solutions and maximize results, while simultaneously supporting more seamless transactions across the open web.”
Elizabeth Herbst-Brady, Chief Revenue Officer, Yahoo
“Yahoo is a powerful advocate for authenticated identity, and the connectivity we’re partnering to enable across their DSP and Yahoo ConnectID will help make the post-signal world a better experience for marketers than the world of today”, “Marketers and publishers now have even more flexibility to engage, personalize, and measure their customer journey.”
Travis Clinger, SVP, Activations and Addressability, LiveRamp