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.

Value Proposition

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.

Topics to Navigate

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



Enhanced Attribution

Describes how you can enable enhanced attribution in the Yahoo DSP UI and Native UI, as well as how to implement the server-to-server solution. Learn also how to track user actions and conversions in this section.

Manage DSP campaigns

Discusses how to manage and enable DSP campaigns with no redirects or with third-party redirects.

Manage Native campaigns

Explains how to manage and enable Native campaigns with no redirects and DPA campaigns with no redirects.

Integrate with Yahoo

Describes how to integrate with Yahoo for third-parties and how to enable third-party redirects.

Enhanced Matching

Describes how to use Online Enhanced Matching to pass SHA256 hashed email addresses along with your pixel events to Yahoo to help attribute more conversions and reach more customers.

Yahoo Pixel API Specification v1.0

Describes the design, access and use of the Yahoo Pixel API, which supports server-to-server posting of event data utilizing various identity keys. The specification includes examples, schemas and descriptions of use cases, enabling direct audience building and conversion tracking via the product.