Partner Match (Data-In) API Specification v1.0

DataX is an aggregate Yahoo Ad Tech infrastructure that hosts various components that enable Yahoo Ad Tech to exchange data with its external partners. This exchange occurs in a secure, automated and scalable manner.

This specification describes the partner-facing RESTful API that enables this exchange. Partners can exchange structured PII-based data against users.


Yahoo Ad Tech is committed to honoring consumer privacy while providing a personalized, relevant advertising experience to our global users.

In an effort to both increase data match rates and further align to our privacy and security principles, Yahoo Ad Tech will no longer be sending out hashed CRM to our partners. Instead, we are introducing a new process for matching that will continue to support all existing targeting, measurement and planning solutions we currently support via the Partner Match Program.


Yahoo Ad Tech will send out one final hashed CRM file to partners. We will continue to ingest IDs matched (DXID) on this CRM file indefinitely.

Partner Program

Going forward, our Partner Match Program will rely on partners sending Yahoo Ad Tech their hashed email data. Partners can assign their own Partner ID to a hashed email and we will create a mapping file in-house.

In return, we will share a file of all matched IDs to enable all planning workflows and share exposure data keyed of a Partner ID for measurement.

Document History

  • First release of updated, partner-facing API specification v1.0 for DataX partners on 12/15/2020.

  • Updated with new tables for email ingestion on 06/03/2021.