Yahoo bets on AVOD identity to unlock CTV budgets
The article reports that Yahoo expanded its partnership with AVOD provider Glewed TV, making Glewed a preferred partner in Yahoo’s supply-side platform and adopting Yahoo’s cookieless identity solution, ConnectID, for identity resolution. It also highlights broader CTV/AVOD advertising trends, citing forecasts that AVOD represents over half of U.S. digital video viewers and that global AVOD ad spend could reach $47B of the CTV market by 2023, with additional targeting potential via ACR data.
Key Takeaways
- Glewed TV becomes a preferred publisher partner inside Yahoo’s SSP, widening programmatic access to its AVOD inventory.
- Glewed adopts Yahoo ConnectID, Yahoo’s cookieless identity solution, to improve identity resolution for ad targeting and measurement.
- Industry forecasts cited: AVOD exceeds 50% of U.S. digital video viewers and could reach 61% by 2025 (~165M people).
- Yahoo points to ACR data as an additional targeting/measurement lever as ad-supported CTV inventory grows.
- The move reinforces the market trend toward omnichannel buying via unified platforms (DSP/SSP consolidation).
Why It Matters
AVOD is becoming the “default upgrade path” for reach as paywalls rise and linear declines—but budgets follow proof, not hype. Yahoo’s play with Glewed is less about one content library and more about control points: identity resolution, measurement, and programmatic pipes that make AVOD feel as accountable as the open web—without cookies. Expect identity layers (ConnectID, UID2, device graphs) plus ACR-derived signals to become table stakes for CTV monetization. For streamers, the message is clear: inventory alone is commoditizing; differentiated data + clean measurement is what turns free viewing into premium CPMs.
Read full article at martech.org
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