Yahoo partners with Shopify in ad deal

Yesterday, Yahoo announced a new partnership with Shopify, linking the ecommerce 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.

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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.

Read more about why data collaborations are on the rise.