Yahoo enables identity solution within AppExchange to enhance addressability, personalization

Yahoo announced it has joined the expanded Marketing Cloud Customer Data Platform ecosystem on Salesforce AppExchange, empowering brands to better understand their customers, drive personalization and relevancy at scale, and unlock new opportunities that accelerate business growth. Brands today are expected to know their customers, predict their needs, and engage in ways that are personalized, relevant, and contextual. A data-first approach is key to meeting these expectations, and the Salesforce Customer Data Platform allows for more intelligent, actionable, and humanized moments throughout the customer journey.

In joining Salesforce AppExchange, Salesforce customers will be able to access Yahoo’s identity solution, Yahoo ConnectID, and build custom and previously unaddressable audience segments that can be activated through the Yahoo demand-side platform (DSP). In doing so, marketers can continue to deliver on the promise of addressable advertising and ensure personalized consumer experiences, even as support for cookies and other traditional identity mechanisms fades.

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“Salesforce is thrilled Yahoo is joining Salesforce AppExchange in the expansion of the Marketing Cloud Customer Data Platform ecosystem”

Built on consent-based first-party data, Yahoo ConnectID enables advertisers to reach audiences with meaningful and relevant ad experiences across devices and channels. Yahoo ConnectID empowers publishers to manage, monetize, and navigate audiences while respecting consumer choice and privacy. Interoperability with some of the industry’s leading data providers enables Yahoo ConnectID to match partner ID-data for enhanced audience activation and measurement within the Yahoo DSP.

Additionally, as part of the expanded Salesforce Customer Data Platform ecosystem on AppExchange, marketers can unleash the power of data with Salesforce’s top CRM platform – from sales, service, marketing, loyalty, commerce, and external data sources – to accelerate business growth.

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“As online identity continues to evolve, partnership and interoperability enhance marketers’ ability to maintain the relevant reach and personalization expected in a digital experience,” said Iván Markman, Chief Business Officer at Yahoo. “Integrating with Salesforce and joining their AppExchange further enhances our solution and opens up more opportunities for Yahoo and Salesforce customers alike.”

“Salesforce is thrilled Yahoo is joining Salesforce AppExchange in the expansion of the Marketing Cloud Customer Data Platform ecosystem,” said Woodson Martin, EVP and GM of AppExchange. “A data-first approach and a single-source-of-truth has never been more important for brands to deliver on customer expectations in today’s digital world. We can’t wait to see how the innovations from Yahoo will help customers to achieve success in an increasingly competitive environment and accelerate their digital transformation journeys.”

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