Identity Developer Documentation

Welcome to Yahoo Ad Tech’s new Identity Enhanced Attribution (IEA) implementation for Yahoo Native and Yahoo DSP. This guide outlines how the feature works, end-to-end, with step-by-step instructions for activating and operating this solution.

Value Proposition

Given the current state of the industry, third-party cookies may no longer be available for advertising purposes, owing to increased online privacy regulations and additional tracking protections implemented by browsers and other devices. The blocking of cookies will limit conversion measurement and attribution for both browsers and devices.

Yahoo Ad Tech’s Identity Enhanced Attribution solution mitigates the lost conversion attribution on browsers and devices through the use of a click ID as an identifier instead of a cookie or device ID.

This solution enables tracking of conversions that can work without identity synchronizations and also puts advertisers in control of monitoring the performance of their ad buys. The mechanism can provide post-click attribution for advertisers, and is available for both DSP and Native Ad platform campaigns.

By leveraging a click ID to count post-click conversions in a privacy-friendly way, advertisers are not dependent on nor do they need cookies. Conversions are counted according to the attribution settings determined by the advertiser in their rule setup and will meet all those rule conditions.


Identity Enhanced Attribution adheres to all privacy regulations because the click event is not tied back to a user but instead only connects the conversion to a click event.

How It Works

Identity Enhanced Attribution uses the click ID as an identifier when browsers block 3rd party cookies. When you enable enhanced attribution, the Yahoo click ID macro (${CC}) is added to the click-through URL of the advertisement, and is expanded in transit with a unique value for that click.

Upon the conversion event, the vmcid click ID is then passed back to the Yahoo DSP or Yahoo Native ad platform for attribution.

To take advantage of this new feature, you must activate it by clicking an Enable Enhanced Attribution button in the Yahoo DSP or the Yahoo Native platforms UIs. Otherwise, no vmcid will be stored to the first-party cookie or local storage and the feature will not function.

In the server-to-server implementation, Enhanced Attribution is enabled for clients who wish to use a post-back mechanism to send Yahoo the conversion data: specifically, the click ID from the landing page when a conversion occurs. For the server-to-server implementation, you will need to authenticate with OAuth 2.0 before any data can be posted to Yahoo servers.


If you have any questions, reach out to your Account representative.

Topics to Navigate

To dive deeper into how Identity Enhanced Attribution works and how you can implement this new solution, explore these topics:




Describes the integration process and flow.

How To Enable Identity Enhanced Attribution

Describes how to enable identity enhanced attribution in both the Yahoo DSP and Yzhoo Native for your ad campaigns.

Server-to-Server Implementation 1.0

Discusses the process of server-to-server integration.


Describes how to create your Client ID and Secret for secure authentication, using OAuth 2.0.

Tracking User Actions Online and Offline

Explains the steps for tracking user actions.

Conversion Tracking

Explains the steps for conversion tracking.

Enable DSP Campaigns (No redirects)

Describes how to enable enhanced attribution for DSP campaigns without using redirects.

Enable Yahoo DSP Campaigns (3rd party redirects)

Describes how to enable enhanced attribution for DSP campaigns with third-party redirects.

Enable Yahoo Native Campaigns (No redirects)

Explains how to enable enhanced attribution for Yahoo Native campaigns without redirects.

Enable Yahoo Native DPA Campaigns (No redirects)

Discusses how to enable enhanced attribution for Yahoo Dynamic Product Ads (DPA) campaigns without redirects.

Enable Click ID in Google Campaign Manager

Describes how to use click IDs in Google Campaign Manager.

Enhanced Attribution with FlashTalking

Describes how enable enhanced attribution using FlashTalking.

Enable Click ID for 3rd Party Redirects (General)

Explains how to enable Click ID for 3rd Party Redirects in general.