Blog / Insights
It’s been over a year since Yahoo Identity Solutions was made available for CTV inventory, and today, we’re putting a spotlight on the success CTV publishers are seeing by leveraging the power of data. These success stories highlight how Yahoo ConnectID and CTV together elevate performance and drive efficiency for Yahoo DSP advertisers.
In recent years, marketers have increasingly integrated CTV into their digital marketing strategies. As consumers expect seamless, meaningful experiences across all screens, reaching audiences with cohesive messaging, controlling ad frequency and achieving precise measurement has never been more important. Advertisers need to ensure that they deliver relevant ad experiences to their consumers across channels and devices, including CTV. Yahoo ConnectID future-proofs every channel against signal limitations, emerging privacy laws and - particularly for CTV inventory - it unlocks opportunities for Yahoo DSP advertisers to enhance audience targeting and measurement.
Yahoo ConnectID now powers the majority of CTV inventory
In our continued effort to expand Yahoo ConnectID adoption, we’re excited to share that Yahoo ConnectID is now live on other CTV inventory such as AMC Networks, DIRECTV Advertising, Telly, LG Ads Solutions and more. With ConnectID adoption now scaled across the majority of programmatic CTV supply, Yahoo DSP advertisers are well-positioned to unlock even greater performance and measurement gains.
More specifically, Yahoo ConnectID-enabled CTV supply can help advertisers find increased addressable, highly engaged audiences and measure the effectiveness of their campaigns more accurately. For example, Yahoo ConnectID enables advertisers to better attribute purchases made on mobile or desktop to CTV ad exposure and get a more accurate picture of the CTV’s impact in the purchase funnel.
NBCUniversal generates more conversions for advertisers
As a premium CTV publisher and programmatic leader, NBCUniversal was an early adopter of Yahoo ConnectID across Peacock inventory. With users intentionally subscribing to Peacock to access a wide variety of premium content, Yahoo ConnectID was able to scale across the majority of its supply, delivering improved reach and campaign performance.
When comparing Yahoo ConnectID-enabled inventory with inventory without it, the impact was clear for Peacock advertisers:
- 4x increase in conversion rate 1
- 71% lower Cost per Action (CPA)2
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Yahoo ConnectID drives impactful results across the CTV ecosystem
Looking more broadly across the CTV ecosystem, from premium Hybrid Video On Demand (HVOD) streamers, to Original Equipment Manufacturers (OEMs), to Virtual Multichannel Video Programming Distributors (vMVPDs), Yahoo ConnectID-enabled supply consistently delivers strong outcomes. When we measure results across advertisers who activated campaigns on Dish Media, and Philo prior to and post Yahoo ConnectID adoption, we see a consistent lift in unique people reach.
“Creating relevant experiences for our audiences, whether through our content or the ads on our supply, is essential. We’re thrilled to see the impact of Yahoo ConnectID in scaling the reach of addressable audiences for our advertisers, helping to deliver meaningful experiences.” - Liam Kristinnsson, Head of Programmatic at Dish Media
As Yahoo ConnectID enhances our ability to reach a broader audience, it leads to improved campaign performance at a reduced cost per person reached. For publishers, this translates to increased yield; for advertisers, it means more efficient ad spend and better performance compared to traditional identifiers, such as device IDs and IP addresses.
1-2 Internal Yahoo DSP data: July 15- Aug 15 2025
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About Gio Gardelli
Gio Gardelli is the Head of Product at Yahoo DSP. He is responsible for ad products, including targeting, identity, measurement, and data infrastructure for the Yahoo DSP. Since joining the company in 2018, Gio has been focused on building solutions to prepare advertisers and publishers for a future without cookies & IDFAs, including Yahoo ConnectID, Next-Gen Solutions, and more. He is also an IAB Tech Lab Board Member where he spearheads and collaborates on the development of innovative solutions and guidance for the digital media ecosystem.
