Yahoo and LiveRamp Expand Partnership, Scaling Addressability

Yahoo and LiveRamp, a top data cooperation platform that connects data from many platforms, including DSPs and DMPs, while focusing on identity resolution and data onboarding, have announced an expanded partnership. The collaboration will increase reach and interoperability throughout the advertising ecosystem while scaling addressability. Additionally, it will make addressable inventory more widely accessible. With the help of this partnership, publishers employing LiveRamp’s Authenticated Traffic Solution (ATS) will be able to benefit from Yahoo ConnectID‘s cookie-free identity solution and open up new addressable demand.

Brands can leverage Yahoo ConnectID for addressable inventory

Through Yahoo ConnectID, which gains from RampID and the enhanced scale of LiveRamp’s Authenticated Traffic Solution, brands who use the Yahoo DSP can expand their reach. 30,000 publishers have embraced Yahoo ConnectID, which has been connected to more than 30 of the largest industry data platforms. It is supported by direct consumer relationships with approximately 200 million authenticated users in the U.S. Additionally, it will make all Yahoo-owned-and-operated properties’ addressable inventory available across all channels. RampID and LiveRamp’s Authenticated Traffic Solution enable authenticated addressability across browsers, mobile devices, and CTV, at scale over hundreds of destinations, and power LiveRamp’s person-based approach to identity.

Read More: Yahoo Partners with Amplified Intelligence for Attention Measurement

Publishers benefits

Without requiring any additional configuration or resources for authorized viewers at scale, publishers and advertisers may profit from this relationship. Additionally, it will deliver personalized experiences wherever they matter. As Yahoo ConnectID will now be available as an identifier, publishers should anticipate experiencing improved monetization on their authenticated inventory via ATS. Additionally, through the Yahoo DSP, marketers seeking post-signal loss solutions will have greater access to authenticated customers across publishers who have embraced RampID and/or Yahoo ConnectID. Clients will be able to maintain data control, forge closer connections with their customers, and add value throughout the customer journey. More than 450 brands now use LiveRamp to customize consumer experiences using their first-party data.

Here’s what they said

Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo said,

We strongly believe in authenticated addressability, and this partnership enables greater reach that will endure beyond third-party signal loss. We’re making it easier for marketers and publishers to leverage these solutions and maximize results, while simultaneously supporting more seamless transactions across the open web.

Travis Clinger, SVP, Activations, and Addressability, LiveRamp commented,

Yahoo is a powerful advocate for authenticated identity, and the connectivity we’re partnering to enable across their DSP and Yahoo ConnectID will help make the post-signal world a better experience for marketers than the world of today. Marketers and publishers now have even more flexibility to engage, personalize, and measure their customer journey.

Read More: Yahoo Partners with VIOOH for prDOOH and Twilio for First-Party Ad Reach