Yahoo Identity Solutions extends publisher availability

Yahoo has announced that Yahoo Identity Solutions are now widely available through leading publisher tools and SSPs. With this update, publishers can implement Yahoo Identity Solutions through launch partners Amazon Publisher Services (APS) via Connections Marketplace, InMobi Advertising, Magnite, and PubMatic.

This enables more of a publisher’s audiences to be recognised by more demand, helping to optimise monetisation without third-party cookies.

“As we continue to extend Yahoo Identity Solutions, we are building on our momentum to shape the future of identity in advertising, ensuring publishers can monetise their audiences more effectively in an identity-constrained world,” said Chandra Cirulnick, VP of Global Supply Partnerships, Yahoo.

“This expansion demonstrates our commitment to future-proofing our clients’ businesses as they adapt to the evolving digital landscape through robust identity solutions that drive performance and respect user privacy.”

Yahoo say advertisers can now benefit from enhanced targeting by maximising audience scale through reaching more publishers than ever before to drive effective and efficient ad campaigns in a cookieless or identity-less environment.

Publishers can adopt Yahoo Identity Solutions through multiple buying paths and maximise inventory monetisation for both logged-in and non-logged-in audiences.

Publishers can now benefit from each solution including:

Amazon Publisher Services (APS)

APS publisher customers can now onboard Yahoo ConnectID (YCID), making CID available for bidding through APS’ Transparent Ad Marketplace.

“We are excited to launch Yahoo ConnectID in APS Connections Marketplace, making it easier for our publisher customers to implement it on their inventory. With ConnectID, APS publishers can optimise their supply-side signals to better engage demand via Amazon’s Transparent Ad Marketplace monetisation path,” said Scott Siegler, director of Amazon Publisher Services.

InMobi Advertising

Publishers can implement YCID through InMobi’s UnifID for In-App use cases. InMobi’s UnifID allows publishers to implement and manage multiple partner IDs, and centralise those integrations through the InMobi SDK.

“InMobi is thrilled to be the first platform focused on ad monetisation for mobile app developers to integrate with the Yahoo ConnectID, providing advertisers who leverage the Yahoo DSP a clearer path to addressable inventory in a privacy-first world,” said Todd Rose, SVP, global business development & partnerships, InMobi Advertising. “This partnership underscores our commitment to continuous adaptation of the InMobi Exchange to the evolving privacy landscape and to supporting publisher choice concerning the alternative identity solutions they support.”