What is Yahoo?

Yahoo is a global advertising and media company that operates a large-scale digital advertising platform connecting brands with audiences across its owned properties and partner network. Its Conversions API (CAPI) enables advertisers to send conversion and engagement data directly to Yahoo from their own servers. This server-side connection improves measurement accuracy and attribution by reducing reliance on browser-based tracking. Advertisers use it to optimize ad delivery, measure campaign performance, and match conversions back to ad interactions.

Product Type: Advertising

Integration Type: Starter Kit & ID Sync

Capabilities

• Captures the vmcid identifier from URL parameters and stores it in first-party storage.
• Enriches server-side events with the captured identifier for conversion attribution.
• Adds resolved identifiers to the context.providers payload for downstream delivery to Yahoo.

Sync Details

• IDs:

  • vmcid – A Yahoo click identifier captured from URL parameters and used to attribute conversions back to specific ad interactions.

• Description:

  • The sync captures vmcid from URL parameters.
  • Each value is stored in first-party storage for the duration set by the Cookie Lifetime setting in the UI (defaults to 365 days).
  • Because the value is captured from a URL parameter, it refreshes on every page load when present, and its storage marker is reset to the full duration whenever the parameter is detected again.
  • The identifier is added to server-side event payloads for attribution.

• Server-side Event Payload:
  Upon completion of all vendor's sync, the server-side events will incorporate all resolved identifiers as described above. The following object will be appended to the context.providers property within the event's JSON payload:

  JSON

  {
    "yahooCAPI": {
      "vmcid": "string"
    }
  }

• Cookie Name:

  • Cookie: _meta_yahooCAPI_vmcid
  • IndexedDB: [your storage prefix]_yahooCAPI_vmcid
  • For a general guide on ID Sync validation, see here.

Sync Setup Guide

Add a Yahoo CAPI Sync in MetaRouter

To gather the vmcid, you must add a Yahoo CAPI sync.

1. From the Pipelines page, find the pipeline associated with the web property you'd like to add a sync to. Hover over the three dot dropdown and select "Build AJS File."
2. In the Identity Syncs section, select the Yahoo CAPI sync.
3. Fill out the following fields:
   • (Optional) Cookie Lifetime (in days) – How long a synced identifier remains in first-party storage. When expired or no longer detected, the sync will re-trigger. Enter a whole number of days (e.g., 365). Defaults to 365 days.
4. Scroll down and click the Save and Build File button.
5. Deploy your AJS file to propagate changes to your web property.