• by Karlene Lukovitz  @KLmarketdaily, October 16, 2023

Yahoo and LiveRamp have expanded their partnership to enable access to addressable inventory at greater scale.

LiveRamp is a data collaboration platform that focuses on identity resolution and data onboarding, connecting data across various platforms, including DSPs and DMPs.

Publishers using LiveRamp’s Authenticated Traffic Solution (ATS) can now use Yahoo ConnectID, Yahoo’s cookie-less identity solution, to tap incremental addressable demand.

Brands using the Yahoo DSP can achieve greater reach through Yahoo ConnectID, which benefits from RampID and the expanded scale of LiveRamp’s ATS, according to the companies.

Yahoo ConnectID connects to 200 million authenticated users, has been adopted by 30,000 publishers, and is integrated with 30-plus top industry data platforms, enabling omnichannel addressable inventors across all of Yahoo’s owned/operated properties and publisher domains.

RampID and LiveRamp’s ATS power LiveRamp’s person-based approach to identity, enabling authenticated addressability across browsers, mobile devices and connected TV across hundreds of destinations. More than 450 publisher brands currently work with LiveRamp to use their first-party data to personalize consumer advertising experiences.

“We strongly believe in authenticated addressability, and this partnership enables greater reach that will endure beyond third-party signal loss,” said Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo.

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