Yahoo expands ID-less audience tool Next-Gen Solutions to web, infers audiences independent of cookies or app IDs

Yahoo, the premier global media and technology company, today announced the launch of Next-Gen Solutions for web, an advanced contextual targeting solution that uses machine learning and real-time data signals to provide omnichannel targeting and buying across non-addressable inventory in the Yahoo DSP. In combination with Yahoo’s cookieless identity solution, Yahoo ConnectID, Next-Gen Solutions for web is the first to market solution of its kind – designed to support the future of identity.

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“Content is a crucial element to audience creation, yet alone it’s insufficient”

As the ad ecosystem moves away from browser cookies and app advertising IDs, advertisers and publishers need solutions that help reach consumers in relevant and meaningful ways. In fact, today, 30% of ad opportunities are without advertising IDs, with more than 75% of all ad opportunities expected to be identity-less by 2024¹.

Yahoo first launched Next-Gen Solutions for in-app environments in summer 2021, enabling audience reach and monetization independent of mobile app IDs. Today, the solution is available across the web for publishers that have adopted Yahoo ConnectID. In early testing, the Yahoo DSP increased spend on publisher’s non-addressable supply by over 25% when publishers adopted Next-Gen Solutions. Global ed-tech leader Chegg, specifically, saw an 86% increase in Yahoo DSP spend on its non-addressable supply. For advertisers, Next-Gen Solutions powers a near 40% increase in incremental reach on non-addressable web inventory.

“Yahoo’s integrated approach is addressing identity’s biggest challenges,” said Iván Markman, Chief Business Officer at Yahoo. “Respect consumer preferences and create a better value exchange, maintain advertiser and publisher relevance and reach, and support a thriving open web ecosystem.”

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