Yahoo DSP and LiveRamp have expanded their partnership to bolster advertising capabilities across the EMEA region. Publishers using LiveRamp's Authenticated Traffic Solution can tap into incremental ad spend on Yahoo DSP through RampID, accommodating cookieless environments. This collaboration will enhance reach and interoperability for advertisers, enabling them to utilize their first-party data effectively while accessing more addressable demand and insights. Overall, this move follows their successful initial collaboration in 2023 and aims to improve advertising outcomes through strategic 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.
The expanded partnership to the supply-side will enable advertisers to extend the reach of authenticated audiences in cookieless environments while allowing publishers to unlock more addressable demand in the Yahoo DSP.
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