Data is the key to an effective advertising strategy, but a single data point alone is worthless. Moreover, as privacy concerns & protocols have a huge impact on the market and third-party cookies are already restricted in Safari and Firefox, which represent around 20% of the market share in Greece*, advertisers & brands cannot afford to wait. Thus, first-party data has once again become incredibly valuable.
(*StatCounter, September 2021)
Yahoo DSP (and its proprietary Identity Graph) leverages first-party data signals to identify your target audience across devices. We see signed-in user activities across multiple dimensions – from Yahoo O&O websites & apps (Yahoo Mail, Yahoo News, Yahoo Finance, etc) to mobile app data (from Flurry) and search, that attract nearly 1B people every month globally (4M in Greece).
This means cookie-based changes have little effect on our targeting capabilities, enabling you to seamlessly reach people across all devices in a post-cookie world. What’s more, we can use all these data to build & target exclusive audiences for different business verticals and brands.