Skip to main content
Yahoo

​
Yahoo (DSP)

Yahoo (DSP) is a demand-side platform for programmatic advertising, enabling advertisers to plan and execute campaigns across display, video, native, CTV, and audio.

Setup

Troubleshooting

​
Overview

Permutive syncs your audiences to Yahoo on a daily basis via server-side identity-based activation, using Yahoo’s DataX API. Once synced, your cohorts appear as targetable segments in Yahoo, ready for campaign targeting across display, video, native, CTV, and audio channels. Data flows one way — from Permutive to Yahoo. Each cohort is registered in Permutive’s shared Yahoo taxonomy, scoped to your account by your Yahoo MDM ID. The integration currently supports non-EU data only — see Regional availability. Use cases include:
  • Audience activation: Make your Permutive cohorts available for targeting in Yahoo campaigns
  • Cross-device reach: Reach audiences across web, mobile, and CTV environments using emails, mobile device IDs, and IP addresses
  • Programmatic deals: Offer enriched audiences to advertisers via private marketplace deals, increasing eCPMs
  • First-party data monetization: Use first-party behavioral data in programmatic campaigns without relying on third-party cookies

​
Environment Compatibility

​
Supported Identity Tags

Permutive activates your cohorts to Yahoo by matching users on the identity tags below. A user is included in a sync whenever Permutive holds one of these identifiers for them. Your Permutive CSM configures which tags to sync based on the environments you need to reach.
Identity-based activation requires that Permutive is collecting the identity tags you want to use. Work with your Permutive CSM to confirm identity collection is configured for your selected tags. The Yahoo ID (IXID) is populated through the Yahoo cookie sync and is only available once that sync is configured.

​
Regional Availability

This integration is currently restricted to non-EU data only:
  • Data is only transferred to Yahoo for users determined to be located outside of Europe.
  • IP-address matching is performed by Yahoo and is primarily effective for users located in the United States; IP addresses are SHA-256 hashed before delivery.
If your audiences include a significant proportion of EU users, expect the activated audience size in Yahoo to be smaller than your total Permutive cohort.

​
Prerequisites

  • Yahoo DSP account — An active Yahoo DSP account with access to the DataX API.
  • Yahoo MDM ID — Your numeric Yahoo advertiser (MDM) identifier. Your Yahoo account team provides this, and it is used to scope your segments within Permutive’s shared Yahoo taxonomy.
  • Integration enabled by Permutive — Your Permutive Customer Success Manager configures and enables the integration on your behalf.

​
Setup

Your Permutive CSM handles the integration setup, including configuring your Yahoo MDM ID, display name, and the identity types to sync. Once the integration is enabled, you can start activating cohorts.
1

Confirm eligibility with your Permutive CSM

Discuss your integration needs with your Permutive Customer Success Manager, who will confirm the integration is a fit for your audiences and environments.
2

Request setup from Yahoo

Reach out to your Yahoo account manager to request DataX access and confirm your MDM ID. Yahoo shares the details needed for delivery with Permutive as part of integration setup.
3

Permutive enables the integration

Your Permutive CSM configures and enables the integration for your workspace using your Yahoo MDM ID and display name.
4

Activate cohorts

In the Permutive Dashboard, go to your cohorts and enable the “Yahoo DSP (ID-based)” activation toggle for each cohort you want to sync to Yahoo.
Cohort data syncs to Yahoo daily. Changes to cohort membership are reflected within 24 hours of the next scheduled sync.
5

Verify in Yahoo

After the first sync completes, your cohorts appear as targetable segments in Yahoo, grouped under a parent node named Permutive | [your display name].
Newly created taxonomy nodes can take time to become available for targeting in Yahoo after their first upload. Allow up to 24–48 hours before expecting a new segment to be selectable.

​
Data Types

Permutive sends cohort membership data to Yahoo on a daily basis. Each synced cohort appears in Yahoo as a targetable segment, named [your display name] | [cohort name] ([cohort short ID]), grouped under the parent node Permutive | [your display name].
  • Sync frequency: Daily
  • Updates: Changes to cohort membership (users entering or exiting) are reflected in the next sync
  • Full refresh: A complete refresh of all audience data occurs every 30 days by default
  • Identifiers: Membership is delivered as SHA-256 hashed emails and hashed IP addresses, raw mobile device IDs (IDFA/AAID), and the Yahoo ID (IXID)
  • Pricing: Segments are delivered at $0.00 CPM, since they’re built from your own first-party data

​
Troubleshooting

Possible causes:
  • The integration was recently enabled and data hasn’t synced yet
  • Cohorts are not activated for Yahoo in the Permutive Dashboard
  • The segment’s taxonomy node is still becoming available for targeting
What to do:
  1. Check that your cohorts have the “Yahoo DSP (ID-based)” toggle enabled
  2. Wait 24–48 hours after initial activation for the first sync and for new segments to become selectable
  3. Confirm that your cohorts have active members in Permutive
  4. Look for your segments under the Permutive | [your display name] parent node in Yahoo
  5. Contact your Permutive CSM if audiences still don’t appear
Possible causes:
  • This integration is currently restricted to non-EU data — EU users are excluded from sync
  • IP-based matching is primarily effective for US users
  • Identity matching rates for your selected identity type(s)
  • Overly restrictive cohort rules
What to do:
  1. If your audience is predominantly EU-based, expect a reduced match — this is expected behavior, not a fault
  2. Ask your Permutive CSM to check that identity collection is working for your selected identity types
  3. Review your cohort rules to ensure they’re not too restrictive
  4. Allow 24–48 hours after initial activation for audiences to fully populate
Cause: Cohort membership changes are not immediate — data syncs daily.What to do:
  1. Allow up to 24 hours for changes to appear
  2. Verify the cohort still has the “Yahoo DSP (ID-based)” toggle enabled
  3. Contact your Permutive CSM if data consistently fails to update after 48 hours
Cause: Segment and parent-node names are derived from the display name configured for your integration. If the display name is changed, both the parent node and each cohort’s segment name are updated to match on the next lifecycle event.What to do:
  1. Confirm the display name configured on your integration with your Permutive CSM
  2. Allow for the next sync to propagate the updated names to Yahoo

​
Changelog

​
October 2026

  • Initial release of Yahoo DSP (ID-based) integration
  • Audience activation support for Web, iOS, Android, and CTV environments via email, mobile device IDs, IP address, and Yahoo ID (IXID)
For detailed changelog information, visit our Changelog.