Yahoo DSP has launched the Conversion API (Yahoo CAPI) to improve measurement, attribution, and optimization for advertisers across multiple channels. By enabling real-time tracking of conversion events directly to Yahoo DSP, the API leverages Yahoo ConnectID, offering addressability to 232 million logged-in US users. This innovative approach allows for unified tracking of both online and offline conversions, enhancing campaign performance insight. Early implementation saw attributed conversions increase by 30-50%. Advertisers will soon have the ability to integrate with LiveRamp for additional measurement capabilities as well.
"Yahoo CAPI allows advertisers to send conversion events directly to Yahoo DSP in real-time through a centralised and simplified integration, ensuring more accurate campaign performance insights."
"Yahoo CAPI is redefining measurement and attribution for commerce media networks by unifying online and offline conversion tracking in a single, streamlined workflow."
"Through this solution, advertisers can easily upload their LiveRamp offline conversions on Yahoo DSP and close the loop on measurement, gaining a clearer understanding of how our online advertising efforts are driving offline sales."
"Amidst increasing pressures on advertisers' budgets, using a CAPI enables increased campaign effectiveness - and better insights into returns - helping advertisers to make the best use of their investments and to highlight the critical role they play."
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