Jordan Bevan
Yahoo DSP has expanded its partnership with Comscore to integrate AI-powered, ID-free audiences into its targeting suite. The collaboration aims to provide advertisers with scalable tools that respect user privacy without sacrificing performance across desktop, mobile, and connected TV (CTV) environments.
This integration comes at a time when the advertising industry faces increasing scrutiny over consumer privacy and the diminishing availability of third-party signals. By embedding Comscore’s ID-free audience technology into Yahoo DSP, the companies are offering a privacy-by-design solution for campaign activation that does not rely on traditional user identifiers.
According to Yahoo, the toolset will be especially valuable to advertisers in highly regulated sectors such as healthcare, pharmaceuticals, and financial services—industries where both privacy and compliance are paramount.
The ID-free audiences leverage Comscore’s proprietary AI and contextual analysis built from trusted first-party data, enabling advertisers to reach users efficiently while maintaining anonymity. Yahoo DSP clients have reported performance benefits from similar ID-free tools, including reduced cost-per-thousand impressions (CPMs), improved click-through rates (CTRs), and lower cost-per-acquisition (CPA) metrics.
Giovanni Gardelli, Vice President of Ads Data Products at Yahoo DSP, stated that the expanded partnership reflects Yahoo’s continued efforts to simplify audience targeting while prioritizing user privacy. “By offering Comscore ID-free audiences directly in our platform, we’re enabling our clients to deliver better outcomes while balancing the need for user privacy,” Gardelli said.
Steve Bagdasarian, Chief Commercial Officer at Comscore, emphasized the broader industry implications of the move. “This expanded partnership with Yahoo DSP empowers advertisers to activate AI-powered, ID-free audiences, reaching the right consumers without sacrificing performance or budget efficiency,” he said.
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