Note: Verizon Media is now known as Yahoo.
Yahoo expands ID-less audience tool Next-Gen Solutions to web, infers audiences independent of cookies or app IDs
New York, NY: February 17, 2022 -- Yahoo, the premier global media and technology company, today announced the launch of Next-Gen Solutions for web, an advanced contextual targeting solution that uses machine learning and real-time data signals to provide omnichannel targeting and buying across non-addressable inventory in the Yahoo DSP. In combination with Yahoo’s cookieless identity solution, Yahoo ConnectID, Next-Gen Solutions for web is the first to market solution of its kind - designed to support the future of identity.
As the ad ecosystem moves away from browser cookies and app advertising IDs, advertisers and publishers need solutions that help reach consumers in relevant and meaningful ways. In fact, today, 30% of ad opportunities are without advertising IDs, with more than 75% of all ad opportunities expected to be identity-less by 2024.
Yahoo first launched Next-Gen Solutions for in-app environments in summer 2021, enabling audience reach and monetization independent of mobile app IDs. Today, the solution is available across the web for publishers that have adopted Yahoo ConnectID. In early testing, the Yahoo DSP increased spend on publisher’s non-addressable supply by over 25% when publishers adopted Next-Gen Solutions. Global ed-tech leader Chegg, specifically, saw an 86% increase in Yahoo DSP spend on its non-addressable supply. For advertisers, Next-Gen Solutions powers a near 40% increase in incremental reach on non-addressable web inventory.
“Yahoo’s integrated approach is addressing identity’s biggest challenges,” said Iván Markman, Chief Business Officer at Yahoo. “Respect consumer preferences and create a better value exchange, maintain advertiser and publisher relevance and reach, and support a thriving open web ecosystem.”
Key differentiators for Yahoo Next-Gen Solutions for web include:
“Adopting Yahoo ConnectID has proved to be a great move toward a more privacy-conscious and efficient spend for advertisers, while enabling our publishers to receive maximum value from their audiences,” said Paul Bannister, Chief Strategy Officer at CafeMedia. “Now, in combination with Next-Gen Solutions, we’re able to continue to keep privacy at the forefront and support successful advertising campaigns for advertisers and publishers.”
"As we prepare for a cookieless ad landscape, advertisers need solutions that help them reach and gain insights into non-addressable environments," said James Kanak, Associate Director, Digital Activation at OMD. "Yahoo is providing a unique purview in deciphering the future signals of advertising. They are delivering key insights into various actions, including CPM variance between addressable and non-addressable inventory."
“Content is a crucial element to audience creation, yet alone it's insufficient,” continued Markman. “Our testing has proven that contextual signals contribute less than 50% to the inferred audiences' accuracy. This means that if you only rely on content, you're missing out on the opportunity to get audiences with a high level of accuracy that the rest of the real-time data signals offer.”
Next-Gen Solutions for web and Yahoo ConnectID are currently available for publisher adoption in North America and APAC. Yahoo ConnectID is integrated with Network Advertising Initiative (NAI)’s “Audience Matched Advertising Opt-Out” platform, which allows consumers to opt-out from Yahoo ConnectID with just their email address.
Yahoo is a global media and tech company that connects people to their passions. We reach nearly 900 million people around the world, bringing them closer to what they love—from finance and sports, to shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, we provide a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com.