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.

Yahoo’s ID is one of dozens in the ad tech ecosystem being developed to keep ad targeting and measurement online even after web browsers phase out cookies. In 2017, amid privacy concerns surrounding the internet ad markets, Apple started removing third-party cookies from Safari, and Google is expected to do the same by the end of next year.

Without cookies, IDs are meant to fill data holes in the programmatic advertising landscape, and they work best when a website has a logged-in user to identify. But much traffic online comes without the website knowing the consumer on the other end; that’s where contextual targeting comes in. Contextual targeting is based on broad signals, like the context of the articles on a news site or the weather. Last year, Yahoo launched a contextual targeting tool called Next-Gen Solutions for publishers with fewer logged-in visitors.

With Salesforce, Yahoo could reach more brands with first-party data of their own and bolster their personalization of services and ads online.

“You, as the brand, take all that knowledge and data capabilities, created in Salesforce marketing cloud, and put it to work,” Markman said.

Publishers hope that the personalization increases the value of their audiences when those advertisers buys ads. Yahoo says ConnectID improves the click rate, with more consumers seeing relevant ads and deciding to take action on them. Brands in financial services, retail and e-commerce are testing IDs, Markman said, representing brands that already have their own access to robust data on consumers. “We are seeing participation from brands across the board,” Markman said.