BuzzFeed is the Latest Publisher Adopting Yahoo's Third-Party Cookie Replacement

News provider to use search giant's ID tech, while Yahoo advertisers get programmatic preference

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Yahoo and BuzzFeed announced this morning the second leg of a strategic partnership that first debuted last November. This latest phase centers on growing addressable audience pools, giving marketers the scale needed as the use of third-party cookies dwindles, ultimately growing programmatic advertising revenue.

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