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Yahoo ConnectID

Yahoo ConnectID

Identity & Audience TargetingProduct· part of Yahooadvertising.yahooinc.com

Yahoo ConnectID is the subject of a class action lawsuit alleging that Yahoo tracks users' internet activity without their consent to collect detailed behavioral profiles for targeted advertising.

Last updated Oct 5, 2026 by the ATDb Editorial Team · Connections updated Oct 26, 2026

Founded
2021
HQ
New York, New York, United States
Parent
Yahoo
Connections
14

AI-drafted from public sources10 sources cited

At a glance

13integrations1corporate family
Customer Data PlatformIdentity Resolution

About

One of the largest scaled people-based identity solutions in the open web, leveraging Yahoo's 900M+ logged-in user base as a deterministic identity foundation

Yahoo ConnectID is the subject of a class action lawsuit alleging that Yahoo tracks users' internet activity without their consent to collect detailed behavioral profiles for targeted advertising. It is powered by 205 million direct, consent-based consumer relationships in the US and leverages 200 billion daily cross-screen signals to build comprehensive user and household profiles. As a deterministic, cookieless addressable solution using consent-based first-party data, it supports interoperability with leading DMPs and CDPs for partner ID-matching, enabling people-based marketing and measurement for advertisers within the Yahoo DSP. Publishers using Yahoo ConnectID have seen on average a 40% higher eCPM for ConnectID impressions, and advertisers and publishers experience on average a 34.3% higher win rate when ConnectID is available. Source 1: milberg.com — Yahoo Privacy Lawsuit Claims Company Secretly Collects ... Source 2: admonsters.com — Yahoo ConnectID's New Integration Boosts Publisher ... Source 3: iabuk.com — Next Gen Solutions and ConnectID

Business model

Platform / Identity-as-a-Service

Target market

Enterprise

What they offer

  • Yahoo ConnectID

    People-based pseudonymous identifier derived from hashed emails and first-party signals, enabling cookieless audience targeting and measurement across the open web and CTV

  • Publisher Integration (JS Tag / Server-Side)

    Integration options for publishers to pass ConnectID signals into their ad stack for improved monetization without third-party cookies

  • CTV Identity Extension

    Expansion of ConnectID across major connected TV platforms for cross-screen identity resolution and targeting

  • Advertiser Activation via Yahoo DSP

    Enables advertisers to activate ConnectID-based audiences through Yahoo's demand-side platform for cookieless campaign delivery

Key features

Deterministic identity graph from 900M+ logged-in Yahoo usersHashed email-based identity matchingCookieless audience targeting and frequency cappingCross-screen identity resolution including CTVPublisher-side monetization supportInteroperability with third-party identity frameworksPrivacy-forward, consent-based architectureServer-side and JavaScript tag integration options

Use cases

Cookieless audience targeting for display and video advertisingCross-screen frequency capping without third-party cookiesPublisher inventory monetization in a post-cookie environmentAttribution and measurement for cookieless campaignsCTV audience targeting and identity resolutionFirst-party data onboarding and activation

Customer segments

Digital publishers and media ownersProgrammatic advertisers and brandsAdvertising agencies and trading desksDSP and SSP platform partnersCTV platform operators

Tech & specs

Technology stack

Hashed email (SHA-256) identity matchingFirst-party cookie and server-side identity storageJavaScript SDK for publisher integrationServer-to-server API integrationIdentity graph and probabilistic modelingReal-time bidding (RTB) signal passing

Security & compliance

GDPRCCPAConsent-based data processingHashed / pseudonymous data handling

Deployment

CloudAPI / Server-to-Server

API

Yes

Corporate history
  1. 2021 · Founded
Connection details
See integrations with Yahoo ConnectID (13)

Explore further

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