Resonate and Yahoo DSP elevate audience targeting with Syndicated Segments launch

In the constantly evolving realm of digital advertising, the capacity to precisely target the appropriate audience is of the utmost importance. To address this need, Resonate, a leader in AI-powered consumer and voter data and intelligence, has announced the launch of Resonate Segments. This suite, consisting of more than 1,000 audience segments, is now available for immediate activation within the Yahoo DSP (demand side platform). This collaboration is a significant leap forward in the evolving identity landscape, offering advertisers the tools to future-proof their targeting strategies.

The partnership between Resonate and Yahoo is a game-changer, as it leverages Yahoo ConnectID to enable seamless integration and activation of Resonate’s data across various devices. This direct integration provides advertisers with access to powerful data, allowing them to tailor their campaigns to specific audience preferences and behaviors without relying on cookies. The shift towards cookie-free targeting is crucial as privacy regulations tighten and consumer behavior evolves.

Resonate Segments are refreshed weekly, providing real-time insights into consumer preferences and buying intent across a wide range of industries. With over 1,000 segments available, and more being added continuously, marketers can choose from ready-made audiences or create niche custom audiences using Resonate’s extensive database of 15,000+ attributes. This flexibility allows for highly personalized campaigns that can significantly enhance performance.

The ready-to-activate segments include various audience categories:

• Premium Political & Advocacy Audiences: These segments are now available in DSPs for the first time, offering insights into voting behaviors, propensity to vote, party affiliation, and more. This data is invaluable for political campaigns and advocacy groups looking to engage specific voter demographics.
• In-Market/Intender Audiences: These segments focus on consumers with interests in specific categories such as technology, sports, travel, and more. By targeting individuals who are already inclined towards certain products or services, advertisers can improve the efficiency and effectiveness of their campaigns.
• Shopper Audiences: These segments provide insights into shopping behaviors and brand preferences across various sectors, including general retail, apparel, and financial services. This data helps retailers and financial institutions to better understand their customers and tailor their marketing strategies accordingly.
• Premium Health Audiences: These segments include data on health conditions, health behaviors, and healthy living. This information is particularly useful for healthcare providers, wellness brands, and pharmaceutical companies aiming to reach health-conscious consumers.

Yahoo’s integrated approach to identity across every digital environment ensures that advertisers can reach their target audiences with precision. Yahoo Identity Solutions, which include Yahoo ConnectID and Next-Gen Solutions, cater to both addressable and non-addressable inventory. Yahoo ConnectID, powered by consent-based first-party and partner data, reaches nearly 205 million authenticated users in the U.S. This solution has been adopted by nearly 50,000 publisher domains and is interoperable with over 35 of the industry’s top data platforms.

Bryan Gernert, CEO of Resonate, emphasizes the importance of fast, powerful data access for marketers facing tighter margins and changing consumer behaviors. He mentioned that  partnership with Yahoo brings Resonate’s rich, real-time AI-powered audience targeting data directly to Yahoo DSP users. 

Giovanni Gardelli, Yahoo’s VP of Ads Data Products, emphasizes collaboration’s role in the evolving identity landscape mentioned that Integrating Resonate and Yahoo ConnectID future-proofs advertisers’ campaigns, ensuring relevant experiences despite signal loss.