Traditional ad targeting tools are in decline, which has led to a boom in alternative identity solutions, putting providers into fierce competition to scale their offerings before Google Chrome withdraws support for third-party cookies in 2023.
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Yahoo has struck integration deals with several measurement providers including IRI, mParticle and NCSolutions in a bid to scale its identity solution ConnectID as the countdown to the cookie-pocalypse continues.
These integration deals mean advertisers will be able to target audiences without third-party cookies by matching their first-party datasets with Yahoo’s ConnectID in a manner that means their data can stay within their platforms.
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