Yahoo partners with Shopify in ad deal
SMBs will have access to Yahoo ConnectID and Dynamic Product Ads for quick campaign deployment to relevant audiences.
(October 01, 2021), Yahoo announced a new partnership with Shopify, linking the e-commerce platform’s SMB merchants with Yahoo’s premium environments, including Yahoo Finance, AOL and elsewhere.
With the deprecation of third-party cookies, advertisers are looking to collaborate more closely with publishers and adtech partners for identity solutions that make their campaigns more addressable.
Through this partnership, Shopify merchants gain access to the Yahoo ConnectID, which has been integrated by over 3,000 publisher domains, including Cafe Media and Newsweek. Using Yahoo ConnectID, merchants can feed the most relevant products to their customers who are engaging with content on those publishers.
Merchants will also have access to Yahoo’s Dynamic Product Ads, managing Yahoo ad campaigns directly within their Shopify admin, where they can also set up and monitor campaigns in near real-time.
Why we care. According to Yahoo, before this partnership, Yahoo ConnectID had over 200 advertisers and agencies using it. With the Shopify partnership, many smaller merchants will potentially be taking advantage of affordable campaigns that use this premium inventory.
Shopify’s recent partnership with Roku achieves a similar upgrade to SMB ad campaigns. Data and identity technology are enabling smaller-scale advertisers to achieve relevant campaigns on premium streaming and online news experiences. Through this democratization, the playbook is expanding for local or regional businesses who can only afford to target smaller segments. Now they get to reach these targets in places where traditionally only big brands show their ads.
The post Yahoo partners with Shopify in ad deal appeared first on MarTech.
About The Author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.
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