Yahoo ConnectID

One of the largest scaled people-based identity solutions in the open web, leveraging Yahoo's 900M+ logged-in user base as a deterministic identity foundation

Yahoo ConnectID is Yahoo's flagship identity solution designed for the post-third-party-cookie era. Built on a people-based identity graph derived from Yahoo's massive ecosystem of over 900 million logged-in users across properties like Yahoo Mail, Yahoo Finance, Yahoo Sports, and Yahoo News, ConnectID provides a durable, privacy-forward alternative to cookie-based targeting. It enables advertisers and publishers to recognize and reach audiences across the open web without relying on third-party cookies, making it one of the largest scaled identity solutions in the market. ConnectID operates by matching hashed email addresses and other consented first-party signals to Yahoo's identity graph, generating a pseudonymous identifier that can be used for audience targeting, frequency capping, attribution, and measurement. Publishers integrate ConnectID via a JavaScript tag or server-side integration, while advertisers activate it through Yahoo's DSP and a growing network of third-party demand and supply partners. The solution is interoperable with other identity frameworks and has expanded its reach across connected TV (CTV) platforms, broadening its utility beyond desktop and mobile web environments. In the competitive identity landscape, Yahoo ConnectID stands out due to the sheer scale of Yahoo's owned-and-operated logged-in user base, which provides a deterministic foundation rather than relying solely on probabilistic modeling. It competes with solutions such as The Trade Desk's Unified ID 2.0, LiveRamp's RampID, and Criteo's PAIR, among others. Yahoo ConnectID is positioned as both a publisher monetization tool and an advertiser targeting enabler, making it a dual-sided identity asset within the broader AdTech ecosystem.