Yahoo has broadened the reach of its Identity Solutions to leading publisher tools and Supply Side Platforms (SSPs), allowing publishers to implement Yahoo Identity Solutions through launch partners including Amazon Publisher Services (APS) via Connections Marketplace, InMobi Advertising, Magnite, and PubMatic.

The expansion aims to assist publishers in optimising monetisation without the need for third-party cookies, by enabling more of their audiences to be recognised by increased demand.

VP of Global Supply Partnerships at Yahoo, Chandra Cirulnick, said: “As we continue to extend Yahoo Identity Solutions, we are building on our momentum to shape the future of identity in advertising, ensuring publishers can monetise their audiences more effectively in an identity-constrained world. This expansion demonstrates our commitment to future-proofing our clients’ businesses as they adapt to the evolving digital landscape through robust identity solutions that drive performance and respect user privacy.”

The extension allows advertisers to benefit from enhanced targeting by maximising audience scale through reaching more publishers. Publishers can adopt Yahoo Identity Solutions through multiple buying paths and maximise inventory monetisation for both logged-in and non-logged-in audiences.

Director of Amazon Publisher Services, Scott Siegler, said: “We are excited to launch Yahoo ConnectID in APS Connections Marketplace, making it easier for our publisher customers to implement it on their inventory. With ConnectID, APS publishers can optimise their supply-side signals to better engage demand via Amazon’s Transparent Ad Marketplace monetisation path.”

The expansion builds on the recent launch of Yahoo Identity Solutions on connected TV (CTV), enabling advertisers to target and measure ad performance more accurately across CTV environments.

SVP, Global Business Development & Partnerships, InMobi Advertising, Todd Rose, said: “InMobi is thrilled to be the first platform focused on ad monetisation for mobile app developers to integrate with the Yahoo ConnectID, providing advertisers who leverage the Yahoo DSP a clearer path to addressable inventory in a privacy-first world. This partnership underscores our commitment to continuous adaptation of the InMobi Exchange to the evolving privacy landscape and to supporting publisher choice concerning the alternative identity solutions they support.”

Yahoo serves as a trusted guide for hundreds of millions of people globally, offering omnichannel solutions and powerful data to engage with brands and deliver results.

SVP of Strategic Partnerships at Magnite, Kristen Williams, said: “In line with our efforts to provide publishers and buyers with high-quality options to activate addressable advertising across every format in the ever-evolving identity landscape, we are excited to be among the first to integrate with Yahoo Identity Solutions. The breadth of Yahoo’s deterministic data is a powerful asset that can enhance the value of premium content while delivering better results for advertisers.”

VP of Audience at PubMatic, Howard Luks, said: “We aim to simplify identity management for publishers using Identity Hub, which in turn helps buyers more effectively recognise and reach their desired target audiences. The Yahoo Identity Solutions provide privacy-safe, authenticated user data that will further empower our publisher clients to drive monetisation in cookie-less environments and connect seamlessly with buyers. Our publishers can now easily incorporate Yahoo ConnectID within their existing alternative identity strategy and leverage our testing and reporting capabilities to understand what will drive success for their business.”