Yahoo teams up with Shopify in advertising deal


Yesterday, Yahoo announced a new partnership with Shopify, connecting small business e-commerce platform merchants with premium Yahoo environments including Yahoo Finance, AOL and more.

With the depreciation of third-party cookies, advertisers are looking to work more closely with publishers and adtech partners for identity solutions that make their campaigns more addressable.

Through this partnership, Shopify merchants have access to Yahoo ConnectID, which has been integrated by more than 3,000 publisher domains, including Cafe Media and Newsweek. By using Yahoo ConnectID, merchants can deliver the most relevant products to their customers who interact with content from those publishers.

Merchants will also have access to Yahoo’s dynamic product ads, managing Yahoo ad campaigns right in their Shopify admin, where they can also set up and monitor the campaigns in near real time.

Why we care According to Yahoo, prior to the partnership, Yahoo ConnectID had more than 200 advertisers and agencies using it. With the Shopify partnership, many small merchants will potentially benefit from 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 enables smaller-scale advertisers to run relevant campaigns on premium streaming and online news experiences. With this democratization, the playbook is expanding for local or regional businesses that can only afford to target smaller segments. Now they are able to hit those targets in places where, traditionally, only big brands show their ads.

Learn more about why data collaborations are on the rise.

About the Author

Chris Wood draws on over 15 years of reporting experience as a B2B writer and reporter. At DMN, he served as Associate Editor, providing original analysis on the changing technological landscape of marketing. He interviewed tech and policy executives, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, named by Barack Obama as the country’s first federal CIO. He is particularly interested in how new technologies, including voice and blockchain, are disrupting the world of marketing as we know it. In 2019, he moderated a panel on the “theater of innovation” at the Fintech Inn, Vilnius. In addition to his marketing focused reporting in industry trades such as Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS and contributes fiction, review and poetry to several blogs. of prominent books. He studied English at Fairfield University and was born in Springfield, Massachusetts. He lives in New York.


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