Yahoo Launches Cookieless ID Targeting Solutions for the Open Web
Knock Knock.
Who’s there?
Ya.
Ya who?
Yahoo recently launched an ID-free targeting solution.
Yahoo has its own ID, which it refers to as the Yahoo ConnectID. According to Yahoo, 30 percent of ad impressions have no advertising ID now, and more than 75 percent of impressions will have no ID in two years.
Next-Gen Solutions, Yahoo’s first zero-ID solution, simulates logged-in users who can be monitored on Yahoo-owned online domains such as Yahoo Fantasy Sports, TechCrunch, and AOL Mail. Yahoo says that Next-Gen Solutions also decodes the content on a website and pulls in enhanced contextual information. Yahoo then creates audiences based on bidstream data signals such as weather and device type.
Interesting Read: Buzzfeed Integrates Yahoo’s Alternative To Third-Party Cookies
Yahoo can now give crucial insights on numerous actions, including the CPM difference between addressable and non-addressable inventory, according to James Kanak, OMD’s associate director of digital activation. Kanak also added that –
Advertisers need solutions that help them reach and gain insights into non-addressable environments.
