Yahoo Advertising is deeming into the Connected TV (CTV) space with the launch of its Yahoo Identity Solutions, a move that rides on the growing popularity of CTV. The Introduction of Yahoo Identity Solutions in CTV environments such as Paramount aims to empower advertisers with tools that allow them to customise and measure omnichannel effectiveness of their campaigns across both addressable and non-addressable channels. The new suite will be available for businesses looking for CTV buys through Yahoo's Demand Side Platform (DSP) in Australia and Singapore.
Yahoo Identity Solutions adopts an integrated omnichannel strategy to deal with the identity-constrained world. It combines two key components: Yahoo ConnectID that caters to addressable environments, and Next-Gen Solutions that deal with non-addressable channels.
“As CTV investments increase, identity signals are declining, impacting targeting and performance across channels, including CTV,” said Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo. Yahoo's push in this direction, according to the executive, signals the firm's commitment in helping advertisers adapt to the changing landscape. “We're safeguarding addressability and measurement for our partners while supporting consumer privacy. Today, we’re excited to introduce Yahoo Identity Solutions to CTV environments, furthering its momentum across the industry,” she added.
Leo O’Connor, SVP of Advertising at Paramount, echoed these sentiments. He stated, “Implementing the Yahoo Identity Solution exemplifies Paramount's commitment to providing best-in-class programmatic activation. The enrichment of our premium inventory with Yahoo ConnectID will allow our clients to optimise their campaigns with precision targeting and accurate performance insights.”
Yahoo ConnectID is a first-party data-powered identity solution backed by direct consumer associations with more than 55 million authenticated users in Australia and Southeast Asia. Known as one of the globe's largest cookieless identifiers, Yahoo ConnectID is currently employed across around 50,000 publisher domains and can work in tandem with over 30 leading data platforms, including the likes of LiveRamp, Epsilon, Adobe, Acxiom and Twilio Segment. By leveraging Yahoo ConnectID in CTV environments, the gap between CTV and other digital channels can be effectively bridged.
In situations where user identity is not available, Next-Gen Solutions comes to the fore. This AI-based feature utilises Yahoo ConnectID users as a panel audience, generating inferences for targeting, optimisation, and measurement tasks. This ensures consistent campaign effectiveness despite the unavailability of user identity.
In the US, these new CTV solutions will broaden its range to include networks and environments like Tubi, NBCUniversal and FreeWheel, with predictions for more partnerships to follow in due course.