Identity Developer Documentation¶
Welcome to Yahoo Ad Tech’s Identity documentation hub for Yahoo Native and Yahoo DSP. This guide provides step-by-step instructions for activating and operating Enhanced Matching and Enhanced Attribution for maintaining a privacy-centric approach to measuring ad investment in cookieless environments.
Given the current state of the industry, third-party cookies may soon 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 solutions aim to mitigate the lost conversion attribution on browsers and devices through the use of a click ID or hashed email address 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.
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.