This seamless integration allows publishers who have adopted LiveRamp’s ATS to unlock additional demand from Yahoo DSP, substantially improving the monetization of their addressable supply. "Demand-side interoperability has been a key feature, and now, with our expanded partnership, publishers can achieve greater scale and better monetization through Yahoo ConnectID," explains…
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As an omni-channel DSP with unique first-party identity solutions, Yahoo saw an opportunity to create a unique offering in the marketplace and did just that. The strategy behind Yahoo Creative was shaped by feedback from clients, who stressed the need for creative tools backed by trusted identity solutions.
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Sitting beachside at the Yahoo Cabana at Possible, we had a very in-depth conversation with Roodman about targeting and addressability. He assured us that Yahoo DSP's upcoming developments will prioritize measurement. But before diving into that, let's explore how Yahoo's Identity Solutions are expanding into CTV.
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