• by Ray Schultz , Yesterday

Yahoo DSP has launched Yahoo CAPI, a conversion API that it says will help advertisers streamline measurement, attribution, and optimization across channels.

The goal is to help brands “navigate the evolving digital landscape with solutions that prioritize both accuracy and privacy," says Giovanni Gardelli, vice president of ads data products at Yahoo. "With the launch of Yahoo CAPI, advertisers gain more control and flexibility in how they share conversion data, ensuring optimal measurement and performance. 

The new offering allows brands to analyze conversion data  through direct integration with Yahoo CAPI or through LiveRamp’s data-collaboration platform.  

“Through this solution, advertisers can easily upload their LiveRamp offline conversions on Yahoo DSP and close the loop on measurement, gaining a clearer understanding of how our online advertising efforts are driving offline sales,” says Travis Clinger, chief connectivity & ecosystem officer at LiveRamp. “Amidst increasing pressures on advertisers’ budgets, using a CAPI enables increased campaign effectiveness - and better insights into returns - helping advertisers to make the best use of their investments and to highlight the critical role they play.”