Yahoo DSP integration with Snowflake
September 26, 2024
Yahoo DSP has announced a new integration that enables advertisers who leverage Snowflake Data Clean Rooms to seamlessly onboard their data onto the Yahoo DSP — unlocking the ability to match the data against Yahoo ConnectID and create personalised campaigns, leading to improved targeting and campaign performance.
By making Yahoo ConnectID compatible with Snowflake Data Clean Rooms, advertisers gain access to an alternative to traditional identity solutions, now accessible in one of the most popular data clean rooms. The integration supports a number of critical advertiser use cases that accelerate and optimise campaign performance, including improved personalisation and precise user-level targeting on the open internet in near real-time. Additionally, it supports ad suppression to ensure campaigns reach the intended audience without over-delivery – all while protecting consumer privacy.
“At Yahoo, we’re committed to providing innovative data solutions that meet advertiser needs and allows them to leverage their preferred partners and paths,” said Giovanni Gardelli, VP, Ads Data Products at Yahoo. “Our integration with Snowflake represents a significant step toward empowering advertisers to connect with audiences more effectively, while prioritising consumer privacy.”
Yahoo ConnectID is a first-party, data-powered identity solution for addressable environments. Snowflake Data Clean Rooms is a cloud-based native application that provides a secure way to mine insights as well as activate data while protecting sensitive information. It allows multiple parties to combine and collaboratively analyse data without sharing raw data, supporting enhanced privacy, deeper insights, and increased security. All analyses are conducted within Snowflake’s Data Clean Rooms. Collaborators can access aggregated results and insights but cannot directly query the raw data, allowing tight control over data usage.
“We are thrilled to work with Yahoo and to redefine the way that advertisers connect with consumers in a privacy-centric manner,” said David Wells, Industry Principal of Media, Advertising, and Entertainment at Snowflake. This integration enhances the security as well as the efficiency of data usage, while empowering advertisers to achieve their advertising objectives in an increasingly cookieless world.”
Yahoo DSP takes an integrated approach to identity across all digital environments. Yahoo Identity Solutions, which includes Yahoo ConnectID and Next-Gen Solutions, account for both addressable and non-addressable inventory. While Yahoo ConnectID supports addressable environments, Next-Gen Solutions is an AI-built identity solution that leverages Yahoo ConnectID users as a panel audience and drives relevance and reach within non-addressable environments.