Yahoo, Shopify Partnership Improves Identity Targeting

Yahoo on Thursday announced a partnership with Shopify to help its sellers grapple with the loss of third-party cookies. Sellers on Shopify will have the option to use Yahoo Connect ID, the company's alternative to cookie tracking, to help target ads.

The two companies teamed to provide small and medium-sized businesses with access to users on premium publisher sites, and to help achieve targeting without web-browser cookies.

Yahoo’s ecommerce solutions allow merchants to reach quality sites and apps through first-party data signals from Yahoo Search and Yahoo Mail, according to the company. This option gives merchants a 360-degree view of consumers through their path to purchase.

Shopify sellers also gain access to Yahoo Dynamic Product Ads, which allows retargeting across Yahoo properties such as news, email and search. It can be personalized to users’ unique shopping history, and aims to help small- and medium-sized businesses reach hundreds of millions of users across Finance, TechCrunch, AOL and other Yahoo properties.

The partnership continues a push by Yahoo to solve an industry problem.

The company recently announced that more than 3,000 publisher domains and more than 200 advertisers and agencies use ConnectID.   

Engagement and measurement also are top concerns for advertisers and merchants, especially as the industry moves to targeting without web browser cookies. The partnership with Shopify addresses these challenges.

Shopify merchants can access Yahoo ConnectID and Yahoo’s Dynamic Product Ads directly in their Shopify admin.

 The app is free to use. Merchants can set up campaigns in minutes and track results in near real time on the dashboard.

Yahoo ConnectID is gained by installing the Yahoo Product Ads app available in the Shopify App Store.

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