That includes digital out-of-home and connected TV. It also does not store any user-level data as it does not fingerprint or track people around the internet, which people are aware of and scared of. It's helping our ecosystem at Yahoo to power marketing across all channels. "The only thing that comes near our solutions is the other proposed sandbox solutions, such as Topics API, which are not limited to a single browser. The critical thing is it is already live across the web and app," Dan Richardson, head of data for APAC at Yahoo, tells Campaign Asia-Pacific. We model that into our algorithm and can infer people's age, gender and interest in real-time. You have got the known from Connect ID, the single programmatic signals, contextual targeting is significant. "Imagine these are ingredients in a purple blender.
ConnectID is Yahoo's direct consumer identity solution, which covers its entire ad stack of ad exchange, ad-buying platform and DSP.įor its Next-Gen Solutions, it builds on the 900 million unique people Yahoo knows through ConnectID and adds programmatic data signals, which include everything from the operating system, device type, and the weather. Some of these cookieless solutions which aim to solve privacy, trust and control that are being tested are The Trade Desk's Unified ID 2.0, which we examined in greater detail in a previous article, and Yahoo's Next-Gen Solutions and ConnectID, which we will focus on here.
In addition, 42% predict that the impending changes will lead to a lower return on investment in ad spending and decrease the ability to measure campaign efficiency. It is not a major surprise that the industry is not prepared, as many had placed the issue on the back burner following Google's first delay to phase out third-party cookies.Ī study by Twilio found that 81% of companies are substantially dependent on third-party cookies, and 55% were not fully prepared to function in a world without cookies.
Google's decision to introduce another delay in ending third-party cookies in advertising, pushing back the deadline to 2024, means advertisers have been given more time to test demand-side and ad buying platforms that offer cookieless solutions.
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