Web marketing

Yahoo launches IDless audience solution for the web

NEW YORK–(BUSINESS WIRE)–Yahoo, the world’s leading media and technology company, today announced the launch of Next-Gen Solutions for the Web, an advanced contextual targeting solution that uses machine learning and real-time data signals. to provide omnichannel targeting and shopping across non-addressable networks. inventory in Yahoo DSP. In combination with Yahoo’s cookieless identity solution, Yahoo ConnectID, Next-Gen Solutions for the Web is the first solution of its kind on the market, designed to support the future of identity.

As the advertising ecosystem moves away from browser cookies and in-app advertising IDs, advertisers and publishers need solutions that help reach consumers in relevant and meaningful ways. In fact, 30% of advertising opportunities today are IDless, and more than 75% of all advertising opportunities are expected to be IDless by 2024.1.

Yahoo first launched next-generation solutions for in-app environments in summer 2021, enabling audience reach and monetization independent of mobile app credentials. Today, the solution is available on the web for publishers who have adopted Yahoo ConnectID. In early testing, the Yahoo DSP increased spend on the publisher’s non-addressable offering by more than 25% as publishers adopted next-gen solutions. In particular, Chegg, the global information technology leader, saw an 86% increase in Yahoo DSP spending for its non-addressable offering. For advertisers, next-gen solutions drive nearly a 40% increase in incremental reach on non-addressable web inventory.

“Yahoo’s integrated approach solves the toughest identity challenges,” said Iván Markman, Yahoo’s chief commercial officer. “Respect consumer preferences and create a better exchange of value, maintain relevance and reach for advertisers and publishers, and support a thriving open web ecosystem.”

The main differentiators of Yahoo Next-Gen solutions for the web include:

  • Direct relations with consumers: Using machine learning, next-generation solution targeting models are trained on data signals from direct-to-consumer relationships on Yahoo-owned and operated platforms. More than 900 million users visit Yahoo’s sites each month, making it the third largest Internet property in the United States.
  • Yahoo ConnectID signals: Next-Gen Solutions audiences work without an identity, but Yahoo’s algorithm uses a sample of traffic based on the identity of publishers who have adopted Yahoo ConnectID to be able to infer audience characteristics. More than 12,000 domains from publishers like BuzzFeed, The Arena Group (formerly Maven), CafeMedia, Chegg, and Newsweek have adopted Yahoo ConnectID, and more than 1,200 advertisers activate their first-party data directly with the solution.
  • Beyond context: Context alone will not determine the most relevant reach for advertisers. That’s why Yahoo’s Next-Gen solutions consider a mix of real-time data signals received on a bid request, including content, but also weather, device type, and time. , among other signals.
  • Privacy first: Next-Gen Solutions was designed with consumer privacy in mind. No user profile is stored with Next-Gen Solutions, nor does it rely on ID-based cross-site tracking.

“Adopting Yahoo ConnectID has proven to be a big step towards more privacy-friendly and efficient spending for advertisers, while enabling our publishers to get the most out of their audience,” said said Paul Bannister, chief strategy officer at CafeMedia. “Now, in combination with Next-Gen solutions, we are able to continue to keep privacy front and center and support successful advertising campaigns for advertisers and publishers.”

“As we prepare for a cookieless advertising landscape, advertisers need solutions that help them reach and better understand non-addressable environments,” said James Kanak, Associate Director, Digital Activation at OMD. “Yahoo provides a unique window to decipher future advertising signals. They provide key insights into various stocks, including the CPM variance between addressable and non-addressable inventory. »

“Content is a crucial element for audience building, but on its own it is insufficient,” continued Markman. “Our tests have proven that contextual signals contribute less than 50% to the accuracy of inferred audiences. This means that if you only rely on content, you miss the opportunity to get audiences with a high level of precision that the rest of the real-time data signals offer.

Next-generation web and Yahoo ConnectID solutions are currently available for adoption by publishers in North America and APAC. Yahoo ConnectID is integrated with the Network Advertising Initiative’s (NAI) Audience Matched Advertising Opt-Out platform, which allows consumers to opt out of Yahoo ConnectID with just their email address.

About Yahoo

Yahoo is a global media and technology company that connects people to their passions. We reach nearly 900 million people around the world, bringing them closer to what they love, from finance and sports to shopping, gaming and news, with the trusted products, content and technology that power their daytime. For partners, we provide a comprehensive platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, visit yahooinc.com.

1Yahoo, Data on file, June 2021