Yahoo Expands Next-Gen Web Solutions

Yahoo debuted its Next-Gen Solutions program, an advanced contextual targeted solution to address omnichannel targeting and buying and look towards “the future of identity,” a press release says.

This will address nonaddressable inventory in the Yahoo DSP, and will combine with Yahoo’s cookieless identity solution, Yahoo ConnectID, in order to work.

Yahoo first rolled out Next-Gen Solutions last summer, which allowed for audience reach and monetizing independent of mobile app IDs.

Now it’s available across the web for companies working with Yahoo ConnectID.

The release goes into detail on several ways Next-Gen Solutions will help, including using machine learning to get more accurate consumer data, and working with a mix of real-time data signals for a bid request, including content, weather, device type and time and more things.

And there will be privacy considerations, with no user profiles stored in Next-Gen Solutions.

The press release says the usage has seen advertisers with a 40% increase in reach because of the solution, for nonaddressable web inventory.

The ad ecosystem is in the process of moving away from browser cookies and app advertising IDs. Publishers, as such, need solutions to help reach consumers better.

“Yahoo’s integrated approach is addressing identity’s biggest challenges,” said Iván Markman, chief business officer at Yahoo. “Respect consumer preferences and create a better value exchange, maintain advertiser and publisher relevance and reach, and support a thriving open web ecosystem.”

See also: Retailers Find ‘X’ Marks the Spot in Engaging the Digital Consumer

PYMNTS wrote that retailers have had to look to new strategies to advertise.

Retailers’ creativity might be the cincher, the report says, with the aim of putting consumers in the drivers’ seat in new ways and giving them more targeted experiences, which they might not have without two separate names.

Nike, for instance, has partnered with Roblox, which is an iPhone game that has raked in around $3 million a day. The companies coming together has allowed for a “virtual metaverse” for consumers.