"Yahoo, ultimately, wants to build an internet of community gardens, versus the status quo of the large walled gardens. According to Paul Sigaloff, Yahoo's vice president of ANZ and INSEA, his vision for growth in the APAC region is for scaling digital solutions for clients, while always keeping one eye on building a purpose-driven business. The Drum spoke to Sigaloff as part of The Drum's Data Deep Dive,"
"The way I look at it is in the old world, if you visualize a pie chart, half of that pie chart that fueled identity was from cookies, and the other half was from device IDs. That was all the different advertising targeting solutions we had. When you look at the current reality, it's probably more like 35% cookies, 35% device IDs, because around 30% of all impressions are now being blocked."
"Fresh from a total brand revival, bringing back the purple and the Yahoo name once more, The Drum speaks to one of the internet's most iconic businesses about what it stands for in a cookieless era. Yahoo is one of the founding companies of the internet, so we have in-depth knowledge of the digital landscape. We're uniquely positioned to understand our partners as we enter this cookieless world."
Yahoo revived its purple branding and reinstated the Yahoo name while positioning for a cookieless future. Yahoo aims to build an internet of community gardens rather than large walled gardens. Growth in APAC focuses on scaling digital solutions for clients while maintaining a purpose-driven business. The company cites deep internet heritage and millions of global direct consumers with first-party data as advantages for navigating cookie deprecation. Identity sourcing has shifted from a cookie/device ID split toward an effectively empty pie chart as around 30% of impressions are blocked, requiring new approaches to reassemble identity.
Read at The Drum
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