Adobe and Yahoo, a pairing that spent big on ad tech in the mid-2010s, have announced a tie-up they hope will further their tenure on marketers’ media plans as third-party data is phased out of the industry.
Top line
The pair today announced an integration that will enable brands to access ConnectID to tailor their marketing activity using the Adobe Experience Platform, and then target specific audience types using Yahoo’s ad tech.
Between the lines
The tie-up means Adobe Experience Cloud customers can use Yahoo’s ConnectID–an ad targeting service based on its direct consumer relationships with more than 900 million monthly users–to hone their marketing efforts.
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