June 12, 2024

Yahoo Launches First-of-its-Kind Data Partnership with VideoAmp

The Yahoo DSP is the first DSP to integrate VideoAmp's measurement and identity resolution to enhance targeting and measurement across TV and digital, with Yahoo ConnectID as the identity bridge

New York, June 12, 2024 Yahoo Advertising today announced that the Yahoo DSP is the first platform to integrate measurement and audience data from TV data and technology leader, VideoAmp, who recently received certification from the U.S. Joint Industry Committee for advanced audiences and household measurement. The partnership will bring VideoAmp’s targeting and measurement solutions to enhance every stage of connected TV (CTV) campaigns when activated against the 108M+ households that the Yahoo DSP reaches. This partnership sees the integration of Yahoo ConnectID, the Yahoo DSP cookieless identifier, and VideoAmp’s big data and tech engine VALID (VideoAmp Linked Identity & Data), leveraging its high-quality viewership data and industry-leading identity graph.

 “For advertisers, the CTV landscape is increasingly complicated but great data can ensure optimized planning, targeting, and measurement,” said Elizabeth Herbst-Brady, Chief Revenue Officer, Yahoo. “The recent JIC certification granted to VideoAmp is an important milestone for the industry and recognition of the importance of having accurate data measuring and informing media for today’s marketers. As the first DSP to work with VideoAmp in this way, we’re helping advertisers navigate this new normal by building on our industry-leading tools and ensuring campaigns are independently validated by a trusted, currency-grade measurement leader.”

 VALID’s TV dataset is one of the largest commingled, deduplicated and enriched Set-Top Box (STB) and Automatic Content Recognition (ACR) television exposure datasets in the industry, comprised of viewership data from across nearly 40M households and 63M devices. 98% of the TV publisher ecosystem, 11 agency groups and more than 1,000 brands alike have adopted VideoAmp for advanced currency and measurement. 

 Through this integration, Yahoo DSP advertisers can more effectively reach their audiences with robust segments and real-time optimizations based on audience exposures and frequency, even when 3P cookies are not available. Advertisers can then validate campaign performance with reach and frequency measurement across both linear TV and CTV platforms, gaining insights into the incremental reach of CTV audiences not exposed on linear TV. This analysis across media partners enables more actionable optimizations for advertisers to increase the effectiveness of their media spend. Additionally, advertisers can get actionable customer journey insights by tying CTV campaigns to tune-in and pixel-based outcomes to understand the impact of CTV on lower-funnel business outcomes.

 This combination of VideoAmp's expertise in cross-platform measurement and Yahoo's first-party data will empower advertisers with more efficient media spend and consumers with more relevant advertising. The strength of this integration is further bolstered by Yahoo ConnectID as one of the world's most popular cookieless identifiers. Currently implemented across nearly 50,000 publisher domains, Yahoo ConnectID offers interoperability with more than 30 top data platforms, including LiveRamp, Epsilon, Adobe, Acxiom, and Twilio Segment. With VideoAmp’s VALID Commingled ID Graph serving as the identity bridge, Yahoo ConnectID can effectively facilitate targeting and measurement capabilities powered by a first-party data network of over 205 million authenticated US users.

 “To connect disparate datasets, you also need the privacy-forward, first-party data-based identity layer,” added Herbst-Brady. “Yahoo ConnectID has seen incredible momentum, and we are thrilled to continue its expansion through our relationship with VideoAmp.”

 “Identity is at the core of what we provide to the industry,” remarked VideoAmp’s Chief Commercial and Growth Officer, Pete Bradbury. “As we come together in partnership with Yahoo, the intersection of ConnectID and VALID data and technology is a milestone of interoperability and one we are extremely excited about at VideoAmp.”

 For more information about the partnership, visit www.advertising.yahooinc.com.


About Yahoo
Yahoo serves as a trusted guide for hundreds of millions of people globally, helping them achieve their goals online through our portfolio of iconic products. For advertisers, Yahoo Advertising offers omnichannel solutions and powerful data to engage with our brands and deliver results. To learn more about Yahoo, please visit yahooinc.com.

About VideoAmp
VideoAmp is a media measurement company revolutionizing advertising. By leveraging the power of currency-grade big data, VideoAmp’s solutions allow clients to leverage advanced audiences and real-time insights to plan, optimize and measure media investments across platforms. With these solutions, media sellers can increase the value of their inventory, while advertisers can benefit from increased return on investment. VideoAmp has seen incredible adoption for its measurement and currency solutions with 13 major linear and streaming publishers on board, along with all major media holding companies and several independent agencies, with hundreds of advertisers now utilizing VideoAmp to guarantee their media investments. VideoAmp is headquartered in Los Angeles and New York with offices across the United States. To learn more, visit www.videoamp.com

 ¹ Yahoo Internal Data 2024

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