Yahoo launches new capabilities to help advertisers future-proof for a cookie-less world
Yahoo has updated its identity testing capabilities to help advertisers future-proof their campaigns in the wake of third-party deprecation.
The digital giant’s identity suite, Yahoo Identity Solutions, will now allow advertisers to test their post-cookie campaign strategies in a simulated environment within the Yahoo DSP.
Advertisers will be able to derive a realistic insight into how Yahoo Identity Solutions can support programmatic media without cookies by simulating the removal of all identity-related use cases, like frequency capping, targeting, conversion attribution, on their campaigns.
According to Yahoo, the tests will take an A/B format, with users able to view a control line running on web and in-app inventory as it exists today – inclusive of all third-party cookies and identifiers – and a test line that runs across the same environments without third-party cookies and device IDs, instead leveraging Yahoo Identity Solutions for targeting and buying.
The juxtaposition of control and test campaigns will provide advertisers with insights into future trends, which can be used to optimise campaigns and enhance overall outcomes. Identity testing can be run using a variety of audiences, including demographic, income, interest, lookalike and predictive.
“As cookie deprecation quickly approaches, advertisers are looking to easily and accurately test solutions without having to change the way they buy or introduce friction into their campaigns,” said Elizabeth Herbst-Brady, chief revenue officer at Yahoo.
“These new testing capabilities and our continued enhancement of Yahoo Identity Solutions reflect our unwavering dedication to providing advertisers with accurate insights and measurable business outcomes.”
Dan Richardson, director of data and insights, AUSEA at Yahoo, added: “These new testing features move Identity from back end to front and centre, right there in your campaign setup, giving advertisers more control and a bigger impact. This underscores Yahoo’s dedication to a privacy-centric and results-driven ecosystem in the APAC region, ensuring advertisers achieve their business objectives with precision and adaptability.”
In Yahoo’s 2024 upfront in October, the company announced a renewed investment in data and measurement, partnering with Amplified Intelligence to boost programmatic measurement capabilities for the Yahoo DSP.
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