Consumers today are navigating a convoluted and fast-evolving digital world using a variety of devices and screens, posing a significant challenge to marketers looking to maximize reach and addressability during a time when data privacy is coming to the forefront. In 2020, Google’s announcement to deprecate its third-party cookie sent the entire digital media ecosystem into a frenzy. With the end of third-party cookies now planned for 2024 and fast approaching, companies across the programmatic landscape are developing interoperable cookieless solutions that will ensure advertising performance and success for years to come. ShareThis strives to be an integral player in expanding these solutions and is excited to announce a new partnership with Yahoo that does exactly that.
ShareThis is one of five new partners to support Yahoo’s cookieless identity solution, Yahoo ConnectID, which uses content-based, first-party data to bring audiences to life—directly integrating with leading data management platforms (DMPs) and customer data platforms (CDPs). Fueled by both direct consumer relationships and partnerships—like the one with ShareThis—Yahoo ConnectID today reaches 167 million authenticated users in the U.S.
This new integration enables the seamless activation of ShareThis’ global audience segments on Yahoo’s leading, omnichannel DSP, allowing brands and marketers to reach engaged and high-intent consumers at scale in the identity-constrained world. These audiences are fueled by shares, searches, clicks, and page views on over three million global websites and are enhanced using the latest natural language processing and machine learning technologies for optimal performance.
ShareThis Audiences cover a vast range of industries and topics, including but not limited to health, retail, finance, business technology, and auto, as well as important seasonal and life events that marketers rely on to drive peak sales. For topics not found in ShareThis’ standard segments taxonomy, marketers can request custom segments that are highly personalized and crafted with precision, delivered in less than 48 hours. ShareThis segments can be activated across all digital mediums, such as display, mobile, video, and CTV, to reach the right customers at the perfect moment, wherever they are.
ShareThis is committed to advancing a thriving, privacy-first future and will continue to rely on strategic partners, like Yahoo, to harness the power of the open web for the benefit of all.