• by Laurie Sullivan  @lauriesullivan, October 17, 2024

Yahoo has announced it is extending its identity solutions such as ConnectID to supply-side platforms (SSPs) and through Amazon Publisher Services, InMobi, Magnite and PubMatic.

Amazon Publisher Services (ASP) offers a monetization service for third-party services through a technology identity service called Connections Marketplace -- where Yahoo and Amazon have made ConnectID available.

APS publisher customers have an option to integrate Yahoo ConnectID, making a campaign ID available for bidding through its Transparent Ad Marketplace.

Chandra Cirulnick, vice president of global supply partnerships, said the agreements will expand signals across programmatic advertising for brands using its products.

“Publishers will go through one of the SSP services,” Cirulnick explained. “They are the ones implementing ConnectID. Brands will come directly to Yahoo and activate their audiences through ConnectID and Yahoo’s demand-side platform.”

Yahoo has a lot of large publishers that are already integrated, and the smaller/newer publishers are the ones that Yahoo expects to use the SSP services.

Integration gives publishers the ability to maximize yield across audiences and ultimately monetize campaigns as brands choose to discard cookies and look for other alternatives to reach consumers. 

“We’ve seen 3x the amount of spend on supply that have adopted identity solutions,” she said.

Publishers can adopt Yahoo Identity Solutions through multiple buying paths to get the most from inventory monetization for both logged-in and non-logged-in audiences. The solution is intended to ensure the best yield.

Extending Yahoo Identity Solutions to SSPs and header-bidding platforms also supports connected television and builds on established momentum, enabling Yahoo advertisers to target and measure ad performance more accurately across CTV environments with partners such as Tubi, NBCU, Paramount, and FreeWheel.