Yahoo Joins The CAPI Trend With The Launch Of Its Conversions API

Call Yahoo one of the converted.

On Monday, Yahoo DSP launched a new API Capuch product (CAPI), following the steps of targets and other platforms such as Snap, Tictok and Pinterest with its own Capi tools.

“We decided to jump on the trend,” said Gio Gardelli, Yahoo -ov VP DSP Data Products, for Adexchange.

Over the past year, Yahoo noticed a “big step” in the way advertisers, especially trade advertisers, began to structure their information for the purpose of activating the audience segments, Gardelli said.

For example, many advertisers use platform for customers (CDP) or supplier of cooperation with data to help data structure for use in several different platforms. Yahoo’s Capi will start with Liveramp as a built-in integration, so that advertisers who use the CDP service of Liveramp or his ramp for their own identity set of identity can also begin to use Yahoo Capi “like switching a switch,” said Gardelli.

But there are more driving Capi trend Apart from marketing brand in accordance with data on data and adoption of API integration, he said.

Retail advertisers who sell products and services in physical stores must connect their business priorities, including leg traffic, sales sales registrations, most of which happens in the real world, unlike the Internet.

“Ultimately, they are generally interested in understanding the impact of consumption on the network on actual activities,” Gardelli said.

He always turns

The CAPI product may illuminate certain inventory or entire media channels that have not been accurately attributed before, or in general, because they have not encouraged direct sales.

Program audio and CTV ads, for example, benefit from a method of measurement based on CAPI, Gardelli said.

For one, both channels tend to have high rates of registered or reported users. But audio and CTV are also in a disadvantage of the methodologies of attribution that appreciate the last touch or direct action. People usually do not click on ads in the subcast that listen or buy the EU PRODUCTS straight from the CTV ad or via the QR code.

Because Capi, however, is CTV and audio publishers, I can shine, Gardelli said.

“Not because they work technically better,” he said, “but because we can now measure the performance.”

But what if third -party cookies remain identity adhesive on the web, instead of giving a place to an alternative identity providers like Yahoo with his Connectid and Liveramp with Rampad?

Google’s turn of Chrome He is likely to dim the investment of the post-Cookie Identity Tech advertiser, Gardelli admitted at least in the short term. But there is still urgency and consciousness behind the question of fragmented supply and lack of visibility for Internet ads.

“As a DSP, it is our duty to invest in new technologies, even if they are risky and even if they cannot be increased or fruited,” he told Yahoo’s experience with Chrome privacy Sandbox (which There is “Paapi” but no capi).

And unlike API in the chrome sandbox, Gardelli said, Capi products have been realized and already received adoption.

However, it is also no accident that the big advertisement platforms that pioneers Capi trend, like Meta and now Yahoo, are also the media owners themselves with something they can prove.

According to Gardelli, when advertisers use Yahoo’s Capi, the number of conversions that can be attributed to the Cookieless web browsers such as safari and Mozilla increase between 30% and 50%. This is based on Yaho’s product tests so far with 10 pilot advertisers.

But the publishers, including Yahoo, benefit from Capi products at least as much as advertisers.

“We see publishers who have more reported users who steal budgets from publishers who do not do it,” Gardelli said. “The impetus of their performance comes from that their stock becomes more measurable.”