The integration of Yahoo DSP's cookieless identity solution, ConnectID, and LiveRamp’s Authenticated Traffic Solution (ATS) is now live for major publishers including News Corp and Seven West Media.

The integration is aimed at helping publishers to show more relevant ads to users without relying on cookies, with Yahoo adding dozens of new publisher domains to its partner ecosystem.

In the US market Allen Media Group, CarGurus, DISH Media, FloSports, and Philo are among those already adopting Yahoo ConnectID. In Australia, prominent publishers such as News Corp, Seven West Media WA, The New Daily, and Are Media are embracing these solutions.

All 21,000 global publisher domains that have adopted LiveRamp’s ATS can also seamlessly integrate with Yahoo ConnectID. Yahoo ConnectID is a first-party data-powered identity solution, fuelled by direct consumer relationships with more than 100 million authenticated users in APAC. It is currently implemented across nearly 50,000 publisher domains and interoperable with more than 30 top data platforms.

Head of Supply Partnerships at Yahoo in Australia, Alba Marco, said: "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."

Chief Connectivity & Ecosystem Officer at LiveRamp, Travis Clinger, said: “We’re committed not just to enabling LiveRamp’s authenticated ecosystem, but also every high-quality identifier the industry needs, to scale and grow.”

Head of Programmatic Supply at News Corp Australia, Paul Oyama, said: “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."

Programmatic & Digital Delivery Manager at Seven West Media, Hannah Roach, said: “At Seven West Media WA, we are excited to leverage the Yahoo’s Connect ID 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.”