Yahoo is making overtures to supply-side partners, including Amazon Publisher Services, by giving them access to its post-cookie advertising ID, which will potentially make more inventory available for targeting in digital ad markets. The move comes amid some tension in ad tech circles between the demand side, which is where Yahoo sits, and the supply platforms, which connect to multiple publishers.
On Thursday, Yahoo announced the expansion of the platforms that can use what it calls ConnectID, which is an ad targeting tool built on Yahoo’s first-party data to identify lucrative audiences for advertising on the open web.
The ID will now be open to supply-side partners on the other end of the advertising exchange, including Amazon, which will activate the ID through its Transparent Ad Marketplace. InMobi Advertising, Pubmatic and Magnite are other supply partners that will be able to turn on the ad ID, Yahoo announced.
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“We are building on our momentum to shape the future of identity in advertising, ensuring publishers can monetize their audiences more effectively in an identity-constrained world,” said Chandra Cirulnick, VP of global supply partnerships at Yahoo, in the announcement.