Yahoo have announced an expansion of its partnership with LiveRamp, enabling advertisers in Canada and Europe to use LiveRamp’s Authenticated Traffic Solution (ATS) to reach audiences across Yahoo’s owned and operated inventory, including Yahoo Mail, Yahoo News, Yahoo Finance, and Yahoo Sports.  

This expansion unifies Yahoo's authenticated reach across the US, Canada, and Europe, providing advertisers with access to nearly 200 million authenticated users. Together, these markets represent a significant source of authenticated inventory on the open web, helping advertisers reach valuable audiences at scale.

With ATS, advertisers can use their own first-party data to reach authenticated audiences across Yahoo inventory in a privacy-safe way, without relying on third-party cookies.

This expansion allows advertisers to bring their own audiences into both programmatic guaranteed deals and open market buying, creating a more consistent and flexible way to activate campaigns across Yahoo inventory.

"Too many advertisers are struggling to reach highly valuable audiences at scale on the open web, and when campaigns rely exclusively on first-party data, scaling becomes even harder," said Gabriel DeWitt, head of consumer monetisation, Yahoo. "Through ATS, advertisers can use their own data across both direct and programmatic buying, unlocking Yahoo's broad reach to connect with the right audiences at scale, with far greater confidence."

"As authenticated identity becomes the gold standard, and prioritised by marketers for campaigns, the next tailwind will come from marketers finding audiences however they want, wherever they want," said Luke Fenney, SVP, publishers and platforms, international at LiveRamp. "The expansion of our Yahoo partnership brings increased flexibility for marketers, who can unlock a more cutting-edge, omnichannel experience."

Early advertiser testing has demonstrated the potential for stronger audience match rates and engagement when activating first-party data against authenticated Yahoo audiences.

Yahoo

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