Modern Marketing Data & Privacy Cookie-less Targeting

Yahoo expands Merkle identity partnership

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By John Glenday | Reporter

October 28, 2021 | 4 min read

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Yahoo has further entwined itself with first-party cookieless identity platform Merkle by extending its existing partnership to usher in improved identity-based targeting, performance and measurement for advertisers.

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Yahoo and Merkle identify opportunities for cookie-free targeting, performance and measurement for advertisers

The global media and tech company will combine Merkle’s identity resolution and data platform, Merkury, with its ConnectID solution to unlock the full potential of marketing.

Yahoo ConnectID has established itself as a viable alternative for advertisers and publishers wishing to wean themselves off third-party cookies by finding a happy medium between the need to manage, reach and monetize online audiences while preserving consumer privacy.

Embraced by over 3,000 publishers including Cafe Media, Maven and Newsweek, it draws upon data from millions of opted-in users, falling back on real-time contextual signals to inform relevant advertising when identity isn’t available.

Merkle’s Merkury is the glove to Yahoo’s hand, offering marketers, media owners and publishers the chance to create and manage a cookieless person identity graph. Built from first-party CRM data and specific actions such as logins, outbound email campaigns and media reach, this further improves targeting, personalization and measurement.

Drawing both strands together will permit Merkury customers to activate their custom IDs within Yahoo’s DSP through Yahoo ConnectID to further improve targeting and performance metrics, increasing reach and performance beyond what is possible individually.

Iván Markman, chief business officer at Yahoo, explained: “The digital landscape continues to move away from cookies – even with Chrome’s delay – and it’s more important than ever for the industry to rally around sustainable, people-first identity solutions. Merkle and Yahoo have a shared commitment to helping advertisers and publishers drive revenue and meaningful connections while supporting consumer trust.”

“Merkury’s advanced identity resolution capabilities empower marketers to deliver valuable, personalized, cross-channel experiences that drive engagement and action, all in a privacy-safe manner,” adds Merkury chief strategy officer Gerry Bavaro. “By expanding our longstanding relationship with Yahoo, we enhance our targeting solutions while amplifying measurability for our clients.”

Yahoo and Merkle first established a bond in 2017 with the integration of the latter’s M1 insights, planning, activation and measurement platform with Yahoo’s ad platforms.

Yahoo was purchased by private equity firm Apollo Global Capital last month as part of a buy-out of Verizon Media.

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