The company’s cookieless ID continues to scale as advertisers seek to balance addressability & consumer trust; NCSolutions, IRI, mParticle and more sign on

Yahoo is growing its sustainable and people-first identity footprint through expanded partnerships with NCSolutions, IRI, mParticle and more, adding interoperability or support for the company’s cookieless ID solution, Yahoo ConnectID, across additional providers. Creating a scaled ecosystem to support its ID, the moves mean that advertiser data can stay within the providers’ ecosystems, but still be matched against Yahoo ConnectID to drive connections with consumers in a cookieless environment.

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“We are looking forward to working with them to support advertisers in campaign addressability and measurement using Yahoo ConnectID.”

Yahoo ConnectID supports advertisers and publishers as the digital landscape evolves away from third-party cookies, giving them a way to manage, reach and monetize online audiences while also safeguarding consumer privacy. Yahoo’s large interoperability ecosystem scales that reach and monetization while also providing independent measurement. Yahoo ConnectID has been integrated by over 3,000 publisher domains, including Cafe Media, Maven and Newsweek, among many more. Over 200 advertisers and agencies are directly activating their first-party data through the identifier. Yahoo ConnectID is integrated within the Yahoo DSP and available and leveraged by all advertisers within the platform.

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“With cookie restrictions well under way, advertisers depend on interoperable solutions to ensure campaign addressability, performance and measurement to deliver the best possible experiences to our consumers, wherever they are,” said Josh Park, Director of Performance Marketing at Purple. “We applaud Yahoo’s continued efforts to create an interoperable ecosystem in which we can effectively execute, manage and measure our omnichannel strategies.”

Yahoo ConnectID is fueled by Yahoo’s Identity Graph, which is built on deterministic data from opted-in consumer relationships across a range of omnichannel, cross-screen touchpoints, like mobile app, search, owned and operated sites and apps, email and more. Yahoo today reaches 148 million deterministic logged in users across over 240 million unique profiles and over 400 million unique devices, fueled by both direct consumer relationships and partnerships.

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