Yahoo expands ID-less audience tool Next-Gen Solutions to web, infers audiences independent of cookies or app IDs.

Yahoo has launched Next-Gen Solutions for web, an advanced contextual targeting solution that uses machine learning and real-time data signals to provide omnichannel targeting and buying across non-addressable inventory in the Yahoo DSP, the global media and technology company announced on 22 February.

In combination with Yahoo’s cookieless identity solution, Yahoo ConnectID, Next-Gen Solutions for web is the first to market solution of its kind – designed to support the future of identity.

Yahoo said it first launched Next-Gen Solutions for in-app environments in summer 2021, enabling audience reach and monetization independent of mobile app IDs. Today, the solution is available across the web for publishers that have adopted Yahoo ConnectID.

In early testing, the Yahoo DSP increased spend on publisher’s non-addressable supply by over 25% when publishers adopted Next-Gen Solutions. Global ed-tech leader Chegg, specifically, saw an 86% increase in Yahoo DSP spend on its non-addressable supply. For advertisers, Next-Gen Solutions powers a near 40% increase in incremental reach on non-addressable web inventory.

“Yahoo’s integrated approach is addressing identity’s biggest challenges,” said Iván Markman, Chief Business Officer at Yahoo. “Respect consumer preferences and create a better value exchange, maintain advertiser and publisher relevance and reach, and support a thriving open web ecosystem.”

“Adopting Yahoo ConnectID has proved to be a great move toward a more privacy-conscious and efficient spend for advertisers, while enabling our publishers to receive maximum value from their audiences,” said Paul Bannister, Chief Strategy Officer at CafeMedia. “Now, in combination with Next-Gen Solutions, we’re able to continue to keep privacy at the forefront and support successful advertising campaigns for advertisers and publishers.”

According to Yahoo, the Next-Gen Solutions for web and Yahoo ConnectID are currently available for publisher adoption in North America and APAC. Yahoo ConnectID is integrated with Network Advertising Initiative (NAI)’s “Audience Matched Advertising Opt-Out” platform, which allows consumers to opt-out from Yahoo ConnectID with just their email address.