Tradecore’s ID hub has two new additions: Yahoo Connect ID and Hadron ID from Audigent. Let’s go through what these new IDs are and why we have integrated them into Tradecore.

YAHOO CONNECT ID

Yahoo Connect ID is a deterministic, cookieless identifier built on Yahoo’s first-party identity graph, covering over 205 million authenticated users in the US. It works via hashed email passed at the point of the bid request.

Yahoo DSP is a significant demand source and Connect ID is the mechanism through which it identifies and bids on addressable inventory. Publishers not passing it are invisible to Yahoo’s most valuable targeting activity. Connect ID impressions see a 40% higher eCPM on average and Yahoo DSP bids 2.2 times more frequently when it’s present.

Connect ID has also expanded into CTV, now covering the majority of programmatic CTV supply including NBCU, Paramount and Tubi.

HADRON ID

Hadron ID, from Audigent, works differently to most of the IDs in the hub. Rather than resolving a single user identity, it enriches the bid request itself, injecting first-party data, contextual data and site-level signals directly into the auction at the point of the bid. All decisioning happens client-side, within the publisher’s own stack. No data leaves the environment.

This means impressions that don’t resolve to a known user can still carry audience and contextual signals that buyers can act on, rather than arriving as undifferentiated open exchange inventory. For publishers dealing with the ongoing decline of third-party cookie resolution, particularly on Safari and Firefox where it has been limited for some time, it recovers some value from traffic that would otherwise be unaddressable.

NO SINGLE ID WINS EVERYWHERE

Match rates vary by geography, device, content vertical and audience type. No single solution has the coverage or demand-side adoption to stand alone, which is why broad ID support is built into Tradecore.

Yahoo Connect ID and Hadron ID bring the total number of ID solutions supported natively in Tradecore’s hub to 13. The set covers the major authenticated and cookieless frameworks, including UID 2.0 and LiveRamp RampID. All are manageable from a single interface, with full visibility into match rates by ID framework, geography and device and all can be toggled on or off without touching code.