Yahoo is bringing its ad ID into Salesforce’s marketing cloud in order to expand adoption of the advertising tool that is becoming a more sought-after option as cookies wither away online.
Yahoo announced today that it would distribute its ConnectID through Salesforce’s AppExchange, where advertisers could use it to match their ads with audiences on publishers’ websites. The new deal allows Salesforce customers, which are brands, to apply the Yahoo ID to their marketing. “The integration allows all of those brands to activate in a cookieless fashion,” said Iván Markman, Yahoo’s chief business officer.
Related: Dentsu launches contextual targeting tool
Yahoo is developing its ID system as the backbone of its ad tech platform, which operates on the demand side, working with advertisers and the publishers that place programmatic ads. Salesforce has been developing more ways to work with first-party IDs inside its widely used customer relationship management platform.
Yahoo said 1,300 advertisers and agencies and 12,000 publishers work with ConnectID. And Yahoo notes that it reaches 240 million people worldwide through its own properties, where people are logged into Yahoo services.