LiveRamp and Yahoo Partner To Improve Advertising

CIOTechOutlook Team | Tuesday, 17 October 2023, 06:07 IST

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LiveRampand Yahoo have announced an extended cooperation to scale addressability while also improving advertising and interoperability across the advertising ecosystem. With this collaboration, publishers employing LiveRamp's Authenticated Traffic Solution (ATS) will be able to use Yahoo ConnectID, a cookieless identification solution, to unlock new targeted demand.
 
Further, brands that leverage the Yahoo DSP can achieve greater reach through Yahoo ConnectID, which benefits from RampID and the expanded scale of LiveRamp’s Authenticated Traffic Solution, as per business wire. 
 
Yahoo ConnectID is driven by approximately 200 million authenticated users in the United States, providing omnichannel addressable inventory across all Yahoo owned-and-operated properties and dozens of additional publisher domains. RampID and LiveRamp's Authenticated Traffic Solution enable authenticated addressability across browsers, mobile devices, and CTV at scale across hundreds of destinations, allowing LiveRamp's person-based approach to identification. Clients will be able to build stronger customer connections, add value across the customer journey, and keep data management.
 
Publishers that use LiveRamp's Authenticated Traffic Solution will be able to easily integrate with Yahoo ConnectID and better monetize their addressable supply. More than 450 businesses have already partnered with LiveRamp to customise customer experiences using first-party data.
 
Publishers and advertisers may benefit from this relationship without requiring any additional configuration or resources for verified audiences at scale, delivering tailored experiences wherever they are needed. Publishers should expect higher revenue on their authenticated inventory via Authenticated Traffic Solution now that Yahoo ConnectID is accessible as an identifier. Marketers seeking for post-signal loss solutions will also have more access to authenticated consumers across publishers that have embraced RampID and/or Yahoo ConnectID via the Yahoo DSP.
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