Exclusive: Yahoo's ID Testing Lets Advertisers Compare Campaigns Without Cookies

Clients like Klick Health can A/B test campaigns in both cookie and cookieless environments

Discover exciting ways to capitalize on the power and passion of the sports community at Brand Play: The ADWEEK Sports Marketing Summit. Register today to join us in NYC or virtually on May 9.

Yahoo is helping ad buyers get ready for cookie decline.

The company is letting buyers compare campaigns running with third-party cookies and identifiers against those running without, days after Google finally deprecated third-party cookies for 1% of Chrome users.

This testing capability is an evolution of Yahoo’s Identity Solutions, which covers addressable and non-addressable inventory. The former is covered by ConnectID, which has consent-based, first-party and partner data from Yahoo on 192 million people in the U.S. The latter is covered by Next-Gen Solutions, which uses artificial intelligence to extrapolate from a panel audience of Yahoo ConnectID users into non-addressable environments.  

“On average, Yahoo clients testing this capability found that they were able to drive more than 90% of the same reach with Yahoo Identity Solutions when cookies weren’t available that they were when all cookies were made available, allowing buyers to maintain reach and scale in a cookieless world,” a Yahoo spokesperson told Adweek.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in