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This integration is currently in beta. Contact your MetaRouter support team to get started.

What Is Yahoo Enhanced Attribution?

Yahoo Ads is a comprehensive digital advertising platform that helps businesses reach audiences through display, native, video, and mobile ads across Yahoo's network and third-party sites. It offers advanced targeting options and campaign management tools to optimize ad performance. With its Demand-Side Platform (DSP), advertisers can access a wide range of data-driven insights to refine their strategies.

The Yahoo Enhanced Attribution API focuses on providing a more detailed view of user actions across devices and channels, enhancing multi-touch attribution for advertisers. It emphasizes accurate tracking by combining data from various touchpoints to offer a holistic understanding of a user's journey, which improves conversion attribution.

What are the benefits of integrating MetaRouter with Yahoo Ads Enhanced Attribution?

• Seamless Data Transfer: This integration enables secure server-to-server data transmission, reducing reliance on client-side tracking and minimizing data loss.
• Accurate Attribution: The integration improves multi-touch attribution accuracy, offering a clearer view of customer journeys for better ad performance metrics.
• Enhanced Targeting Capabilities: The integration enables Yahoo Ads to receive high-quality conversion data, improving the platform's ability to optimize audience targeting across devices and channels.

Capabilities and Considerations

• Enhanced Attribution & Conversion Tracking: The integration uses the endpoint https://aaca.yahooinc.com to enable multi-touch attribution and conversion tracking via Yahoo’s Enhanced Attribution API, optimizing ad performance measurement.
• Cross-Device Targeting: By capturing data through Yahoo Media's identifiers (e.g., vmcid, uuid), the integration supports tracking users across multiple devices, enhancing Yahoo's cross-device targeting capabilities.
• Demographic and Behavioral Targeting: While the integration doesn’t directly handle demographic or behavioral targeting, the conversion and attribution data it provides can be used by Yahoo’s platform to optimize audience segmentation and improve ad delivery based on user characteristics and behaviors.
• Reporting and Analytics: The integration feeds accurate conversion data into Yahoo Ads' reporting and analytics tools, providing deeper insights into campaign performance.

Limitations

• No Support for Yahoo Mail Sponsored Ads: This integration does not cover Yahoo Mail Sponsored Ads, as it focuses on tracking and attribution rather than ad placements in Yahoo Mail.
• Limited Ad Formats: The integration does not handle native, display, or video ad creation and management. It primarily tracks conversions and attributions, leaving out the broader range of Yahoo Ads formats.
• No Direct Creative Services: Yahoo’s creative services for custom ad designs and optimizations are not integrated, meaning you’ll need separate processes for handling creative optimization.

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Getting Started - From Your Yahoo Ads Account

Obtain the following keys and IDs:

• Client ID and Client Secret - Please refer to the instructions here.
• Pixel ID
  1. Log in to your Yahoo Ads account.
  2. Go to the Conversion Tracking section.
  3. Create a new tracking pixel or select an existing one.
  4. The Pixel ID will be provided as part of the pixel setup. Copy this ID for use in your integration.
• Partner ID
  1. Contact your Yahoo Ads account manager or partner support team.
  2. The Partner ID will be given as part of your partnership agreement or API access.

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Getting Started - From Your MetaRouter Account

Adding a Yahoo Enhanced Attribution integration.

From the integration library, add a Yahoo Enhanced Attribution integration. Then, fill out the Connection Parameters:

Adding a Yahoo Media Sync

To gather the vmcid value and uuid value, you must add a Yahoo Media 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 Media sync.
3. Fill out the following fields:
   1. Consent Type
   2. Client ID - The unique ID for the app registered in the Yahoo Developer Network. See instructions above.
   3. Cookie Lifetime (in days) - 365 days default
4. Scroll down and click the Save and Build File button.
5. Deploy your AJS file to propagate changes to your web property.

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Event Mappings

MetaRouter provides all of the event mappings that Yahoo Enhanced Attribution integrations typically require. You may add custom events, parameters or mappings in accordance with Yahoo Ad’s API documentation.

Global

Global mappings will be applied to all events. If your parameter names do not match the Expected Inputs provided, you will need to overwrite the Inputs provided with your own. All parameters are required by the integration.

Event Specific

All parameters are required by the integration.

Order Completed

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Required Identifiers

These identifiers must be mapped to Yahoo Enhanced Attribution in order for successful user matching to occur. Without these IDs, any events sent to Yahoo Ads may not be accurately reflected in reporting. For your convenience, required IDs are mapped as Global parameters to ensure they are added to every event.

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Additional Yahoo Enhanced Attribution Documentation

• Enhanced Attribution - Server-to-server Implementation
• Authentication