Yahoo Advertising is taking the wrappers off its launch Yahoo Identity Solutions for Connected TV (CTV) environments, available via its DSP in several countries including Australia.

The new solution will be available for CTV buys and is designed to allow advertisers to better target and measure the omnichannel performance of their campaigns across CTV environments as well as other addressable and non-addressable channels.

Yahoo Identity Solutions comprises two components: Yahoo ConnectID for addressable environments and Next-Gen Solutions for non-addressable.

Yahoo ConnectID is a first-party data-powered identity solution, fuelled by direct consumer relationships with more than 55 million authenticated users in Australia and Southeast Asia. It's currently implemented across nearly 50,000 publisher domains and interoperable with more than 30 top data platforms, including LiveRamp, Epsilon, Adobe, Acxiom and Twilio Segment.

Next-Gen Solutions is an AI-built solution for non-addressable environments, leveraging Yahoo ConnectID users as a panel audience and creating inferences for targeting, optimisation and measurement.

“As CTV investments increase, identity signals are declining, impacting targeting and performance across channels, including CTV," Chief Revenue Officer at Yahoo, Elizabeth Herbst-Brady, said. "Yahoo is committed to helping advertisers evolve with the landscape, 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.”

The new CTV solution will extend to networks and environments including Paramount, Tubi, NBCUniversal and FreeWheel in the US, with more expected to be made available in due course.

SVP of Advertising at Paramount, Leo O’Connor, said implementation of the Yahoo Identity Solution was proof of the media company'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," he said.

Yahoo added the solution was about helping advertisers navigate the evolving digital landscape and impending deprecation of third-party cookies.