Yahoo DSP has announced an expansion of its strategic partnership with LiveRamp, a leader in data collaboration, to enhance addressability across the EMEA advertising ecosystem. This extension enables publishers utilizing LiveRamp’s Authenticated Traffic Solution (ATS) to tap into additional advertising spend through Yahoo DSP by leveraging RampID, LiveRamp’s robust and privacy-conscious identifier.
With this development, advertisers can extend their reach to authenticated audiences in cookieless environments, while publishers gain access to increased addressable demand through Yahoo DSP. Additionally, brands can seamlessly integrate their first-party data using RampID, optimizing their customer insights for more precise and impactful advertising.
How It Works
Publishers across EMEA leveraging LiveRamp’s Authenticated Traffic Solution now have the opportunity to access expanded marketer demand across various channels, including CTV, directly through Yahoo DSP. This supply-side interoperability enhances addressable scale for advertisers, enabling them to connect with their target audiences more effectively in an increasingly privacy-focused digital landscape.
LiveRamp’s RampID and ATS empower advertisers to make consumer experiences measurable and addressable across all platforms, including cookieless browsers, CTV, mobile in-app, and more. By integrating first-party data and connecting it seamlessly across the entire ecosystem, brands can implement comprehensive omnichannel strategies that align with where their audiences are most active.
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This expansion builds upon the successful partnership between Yahoo and LiveRamp, originally established in 2023. The growth of Yahoo DSP’s addressability solutions in EMEA represents another milestone in both companies’ shared vision of enhancing advertising performance through strategic, privacy-first partnerships.
“Yahoo’s 31 million consented users in EMEA offer an unparalleled resource for advertisers to better understand their customers across platforms, scaling the solution offered by LiveRamp in an aligned but privacy-safe environment,” said Giovanni Gardelli, Vice President, DSP Data Products. “Today’s advertising industry is brimming with data insights, but maximising the potential of data is limited by silos. By widening our partnership with LiveRamp in EMEA we are giving advertisers an unparalleled understanding of audiences across channels in the region.”
“Authenticated identity offers best-in-class reach across the signal-less world, and together with Yahoo we’re continuing to add the scale brand marketers want to power global performance,” said Travis Clinger, Chief Connectivity & Ecosystem Officer & GM, International at LiveRamp. “As marketers look to the future, they’re expecting omnichannel connectivity across CTV and every platform where their audiences are spending time, and RampID helps to power this connectivity.”
“Addressable advertising solutions have long been the goal of brands, thanks to their proven ability to drive ROI,” said Rodrigo Valim de Oliveira, Senior Manager, Programmatic EMEAA at IHG Hotels & Resorts. “RampID, working in conjunction with the Yahoo DSP, offers the perfect combination to scale our addressable outreach significantly and better reach our future customers.”
By expanding their collaboration, Yahoo and LiveRamp are equipping brands and publishers with the tools to navigate a rapidly evolving digital advertising landscape. This partnership ensures that businesses can continue to engage audiences effectively, even as the industry transitions towards a cookieless future.