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Yahoo and Merkle to Empower Identity-Based Targeting

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Yahoo recently announced that they are extending their partnership with Merkle, a data-driven customer experience management (CEM) firm, combining Merkle’s identity resolution and data platform, Merkury, with Yahoo ConnectID.

As the digital landscape shifts away from third-party cookies, Yahoo ConnectID helps marketers and publishers manage, reach, and monetize online audiences while protecting consumer privacy. Yahoo’s extensive interoperability environment expands reach and revenue while also allowing for independent measurement.

Iván Markman, Chief Business Officer, Yahoo, said, “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.”

Over 3,000 publisher domains have integrated Yahoo ConnectID, including Cafe Media, Maven, and Newsweek, among many others. Over 200 marketers and agencies are using the identification to immediately activate their first-party data. Yahoo ConnectID is a feature of the Yahoo DSP that is available to all advertisers on the platform and can be used by them.

Gerry Bavaro, Chief Strategy Officer, Merkury, said, “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. By expanding our longstanding relationship with Yahoo, we enhance our targeting solutions while amplifying measurability for our clients.”

Marketers, media owners, and publishers can use Merkle’s Merkury identity resolution technology to own, construct, and control a cookieless person identification graph. Merkury creates and grows a universe of person-based IDs for cross-channel targeting, personalization, measurement, and more using an organization’s permission-based first-party CRM data and activities such as logins, outbound email campaigns, and media reach.

Merkury clients that create custom audiences with Merkury IDs can now use Yahoo ConnectID to activate those audiences in Yahoo’s DSP. Yahoo can use Merkury IDs to onboard segments for targeting and passback exposure data, resulting in more accurate performance data. Merkury’s cookie-free person ID graph combined with Yahoo ConnectID’s people-based ID graph, which is based on Yahoo’s own ID graph, boosts reach and performance while elevating customer experiences across all channels.

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