Yahoo & LiveRamp partner to expand cookieless ad solutions

Yahoo DSP, in partnership with LiveRamp, has announced the full availability of LiveRamp's Authenticated Traffic Solution (ATS) and Yahoo's cookieless identity solution, Yahoo ConnectID, for publishers in Australia and globally.

This integration is now accessible to major publishers, such as News Corp and Seven West Media, enabling them to display more relevant advertisements to their users without the utilisation of cookies.

With this announcement, Yahoo confirmed the addition of numerous new publisher domains to its partner ecosystem. Since the initial partnership announcement, Yahoo DSP and LiveRamp publishers have been able to leverage Yahoo ConnectID and Authenticated Traffic Solution to unlock additional addressable demand. In the United States, Allen Media Group, CarGurus, DISH Media, FloSports, and Philo have adopted Yahoo ConnectID, continuing progress towards improved addressability and audience engagement within the advertising sector.

In Australia, notable publishers such as News Corp, Seven West Media WA, The New Daily, and Are Media are also embracing these solutions. All 21,000 global publisher domains that have adopted LiveRamp's ATS can seamlessly integrate with Yahoo ConnectID with minimal effort, offering additional flexibility to meet marketers' demands.

Alba Marco, Head of Supply Partnerships at Yahoo in Australia, remarked on the importance of this integration. "This integration is a key step in improving omnichannel addressability for publishers and advertisers by providing more consistent and stronger identity signals across different channels. This is key as we move to a cookieless world where advertisers need to ensure effectiveness in their targeting and measurement capabilities and publishers need access to more sophisticated solutions to assist them," she said.

Yahoo Identity Solutions continues to progress with new partner and platform integrations. The solutions take an integrated, omnichannel approach to the identity-constrained world, comprising two main components: Yahoo ConnectID for addressable environments and Next-Gen Solutions for non-addressable contexts. Yahoo ConnectID is fuelled by direct consumer relationships with over 100 million authenticated users in the Asia-Pacific region. It is currently implemented across nearly 50,000 publisher domains and interoperable with over 30 top data platforms, standing as one of the world's most adopted cookieless identifiers.

Travis Clinger, Chief Connectivity & Ecosystem Officer for LiveRamp, emphasised the commitment to interoperability. "We're committed not just to enabling LiveRamp's authenticated ecosystem, but also every high-quality identifier the industry needs, to scale and grow. Marketers and publishers need solutions that allow for full identity interoperability inside and outside their walls, and our partnership with Yahoo provides critical flexibility here, enabling deeper consumer relationships, value throughout the customer journey, and better control of data," Clinger stated.

From News Corp Australia's perspective, Paul Oyama, Head of Programmatic Supply, commented on the industry shift. "As the cookieless era dawns, News Corp Australia has been laser-focused on signal gain rather than signal loss. Providing the right solutions and signals to our agency partners and brands, like Yahoo ConnectID through LiveRamp, brings better insights, targeting, personalisation, and measurement," said Oyama.

Hannah Roach, Programmatic & Digital Delivery Manager at Seven West Media, shared her excitement about the integration. "At Seven West Media WA, we are excited to leverage the Yahoo ConnectID solution to enhance our user experience through personalised content experiences. This integration helps us seamlessly develop and strengthen our advertiser opportunities and partnerships, as we adapt to a cookieless world," Roach commented.

Both Yahoo and LiveRamp are dedicated to innovating in advertising technology, prioritising user privacy, and delivering effective outcomes for publishers and advertisers. Their partnership aims to redefine industry standards in digital advertising by enhancing client capabilities and improving user experiences across the digital domain.