Yahoo Introduces Its Cookieless ID, Next-Gen Solutions, for the Open Web

The tech uses machine learning to inform its decisions

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The looming deprecation of the third-party cookie has created a market opportunity for savvy ad technologists—and Yahoo hopes to capitalize on it.

The company, which operates both a demand-side and supply-side platform—as well as editorial titles like TechCrunch— announced the debut on Thursday of its identity solution for non-addressable audiences, called Next-Gen Solutions. Yahoo began road-testing the product on in-app environments last summer, but it will now be available on the open web.

Next-Gen Solutions aims to let marketers serve relevant digital ads to website visitors in a cookieless environment where first-party data is unavailable, making these users impossible to target.



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