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.

The partnership gives advertisers using Yahoo’s supply-side platform preferred access to BuzzFeed’s network of sites, including BuzzFeed News, Tasty, HuffPost and others. In turn, BuzzFeed will adopt Yahoo’s identity tech products, ConnectID and Next-Gen Solutions, pairing its first-party data with Yahoo’s to create an addressable audience of over 148 million users, according to Iván Markman, the chief business officer for Yahoo.




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