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Posted 10/01/2024 11:21am

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In a world sans cookies,
Yahoo tests new identity,
Adapting with ease.

In partnership with
Salesforce

Yahoo unveils new DSP identity testing capabilities for a cookie-less world

Yahoo has unveiled a new feature in its Demand-Side Platform (DSP) that aims to provide advertisers with insights and accountability for their campaigns in a world without cookies.

The new identity testing capabilities, part of Yahoo Identity Solutions, allow advertisers to test their campaign strategies in a simulated environment across all web browsers and in-app inventory.

This new feature enables advertisers to remove cookies across all identity-related use cases such as frequency capping, targeting, conversion attribution and reach metrics. Advertisers can view a control line running on web and in-app inventory as it exists today - inclusive of all third-party cookies and identifiers - and a test line that runs across the same environments without third-party cookies and device IDs. This test line leverages Yahoo Identity Solutions for targeting and buying.

Identity testing can be run using a variety of audiences, including demographic, income, interest, lookalike and predictive.

"As cookie deprecation quickly approaches, advertisers are looking to easily and accurately test solutions without having to change the way they buy or introduce friction into their campaigns," said Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo.

Dan Richardson, Director of Data & Insights, AUSEA at Yahoo, emphasised the significance of the new testing features. "These new testing features move Identity from back end to front and centre, right there in your campaign setup, giving advertisers more control and a bigger impact," he said.

Yahoo Identity Solutions include Yahoo ConnectID and Next-Gen Solutions, accounting for both addressable and non-addressable inventory. Yahoo ConnectID for addressable inventory is powered by consent-based, first-party and partner data from Yahoo, and today reaches over 100m authenticated users across the Asia-Pacific region.

Next-Gen Solutions is an AI-built identity solution that leverages Yahoo ConnectID users as a panel audience and drives relevance and reach within non-addressable environments, the company said. Yahoo said it will also adopt industry solutions to drive a holistic approach and strong results for clients, including testing Google Privacy Sandbox APIs, which will offer additional signals for reaching their customers on Chrome as third party cookies are deprecated.

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