Overview
Yahoo! is a global media and technology company reaching nearly 900 million people worldwide across finance, sports, shopping, gaming, and news. Yahoo!'s advertising platform supports native, display, video, connected TV, and audio campaigns across owned-and-operated properties and open exchange inventory.
As a self-attributing network (SAN), Yahoo! reports attribution data to Branch directly via its API. For more information about integrating ad partners in general, visit our Ad Partner Integration Guide.
Note: this guide is for new Branch
Please note that this guide is about integrating Yahoo Ads SAN in the new Branch experience. For information on Yahoo in legacy Branch, visit our legacy guide.
Partner capabilities
| Capability | Details |
|---|---|
| Company type | Self-attributing network (SAN) |
| Deep linking | Not supported |
| Attribution | Click-through, view-through |
| Ad campaign types | Native, display, video, connected TV, audio |
| Supported platforms | iOS, Android |
| Cost ingestion support | Supported (via API) |
| Pricing models | CPM, CPC, CPA |
| Engagement Builder Ad Partner Integration | Not available |
Before you begin
To set up the Yahoo Ads SAN integration, you need:
- Ad partner integrations enabled for your Branch account. Availability varies by Branch plan. See Branch pricing or contact your Branch representative.
- A Branch account with access to Configuration > Ad Partners and admin permissions to enable and configure integrations.
- A Yahoo! account with admin access and a Yahoo Pixel ID. For information on finding your Yahoo Pixel ID, see Yahoo DSP Pixels.
Enable Yahoo Ads SAN
To begin, navigate to Configuration > Ad Partners > Yahoo! (SAN).
Caution: select the correct partner
Two Yahoo partners appear in Branch: Yahoo! and Yahoo! (SAN). This guide covers the Yahoo! (SAN) integration.
- Select Enable.
- Enter your Yahoo Pixel ID.
- To enable PAM for Publishers, toggle PAM for Publishers to on. See PAM for Publishers for more information.
- Select Save.
Configure attribution
To configure attribution windows, select the Attribution windows tab on the Yahoo! (SAN) page.
To minimize discrepancies when comparing Branch and Yahoo! reporting, match your Branch attribution windows to the settings in your Yahoo! account.
| Attribution type | Default |
|---|---|
| Click to conversion event | 30 days |
| Click to install | 7 days |
| Click to start session | 1 day |
| Impression to conversion event | 1 day |
| Impression to install | 1 day |
| Impression to start session | 1 day |
| Deep linking duration | 120 minutes |
Configure postbacks
To configure postback settings, select the Postback config tab on the Yahoo Ads SAN page.
PAM for Publishers
PAM (Predictive Aggregate Measurement) for Publishers controls whether advertiser-specific user identifiers are included in postbacks sent to Yahoo!. When enabled, PAM for Publishers removes these identifiers from postbacks for users who have not given ATT consent, helping you stay compliant with Apple's App Tracking Transparency framework.
The PAM for Publishers toggle appears in the credentials panel when enabling the Yahoo! (SAN) integration or you can find it in Partner settings > Manage account on the Yahoo Ads SAN page. For more information on how PAM works across your Branch integrations, see Predictive Aggregate Measurement (PAM).
Verify your data
After enabling the integration and running campaigns, verify that attribution data is flowing correctly.
- In Branch Liveview: confirm that events from your app appear in real time. This is the fastest way to confirm SDK events are firing.
- In Branch Analysis dashboards: review attributed installs, events, and cost data where
Ad Partner Name = Yahoo SAN. - In Yahoo!: confirm that forwarded events are appearing in Yahoo! attribution reporting. Allow up to 48 hours for data to appear.
Data mappings
Campaign data
Branch maps the following data fields from Yahoo! to Branch.
| Branch field | Yahoo! data | Possible values |
|---|---|---|
~advertising_partner_name | — | Yahoo SAN |
last_attributed_touch_type | event_type | CLICK or IMPRESSION |
last_attributed_touch_timestamp | engagement_time | Unix timestamp of the ad engagement |
~campaign | campaign_name | The name of your Yahoo! campaign |
~campaign_id | campaign_id | The ID of your Yahoo! campaign |
~ad_set_name | adgroup_name | The name of your Yahoo! ad group |
~ad_set_id | adgroup_id | The ID of your Yahoo! ad group |
~ad_name | creative_name | The name of your Yahoo! creative |
~creative_name | creative_name | The name of your Yahoo! creative |
~ad_id | creative_id | The ID of your Yahoo! creative |
~creative_id | creative_id | The ID of your Yahoo! creative |
~channel | demand_platform_id | 1 (Native Ad Platform O&O) or 2 (Verizon Media DSP) |
~tags | campaign_type | App Install |
~network | network_id | The ID of the Yahoo! ad network |
~secondary_publisher | site_id | The ID of the Yahoo! publisher site |
Event names
The following event mappings are applied automatically for the Yahoo Ads SAN integration.
| Branch event name | Yahoo! event name |
|---|---|
| ACHIEVE_LEVEL | AchievedLevel |
| ADD_PAYMENT_INFO | AddedPaymentInfo |
| ADD_TO_CART | AddedToCart |
| ADD_TO_WISHLIST | AddedToWishlist |
| COMPLETE_REGISTRATION | CompletedRegistration |
| COMPLETE_TUTORIAL | CompletedTutorial |
| CUSTOM | Lead |
| INITIATE_PURCHASE | InitiatedCheckout |
| INSTALL | Sent via dedicated install endpoint |
| OPEN | ActivatedApp |
| PURCHASE | Purchased |
| RATE | Rated |
| REINSTALL | ActivatedApp |
| SEARCH | Searched |
| SHARE | Not forwarded |
| SPEND_CREDITS | SpentCredits |
| SUBSCRIBE | SignUp |
| UNLOCK_ACHIEVEMENT | UnlockedAchievement |
| VIEW_ITEM | ViewedContent |
Data limitations
Yahoo Ads SAN attribution data may take up to 48 hours to appear in Branch and in Yahoo!. Plan for this delay when reviewing attribution reports shortly after enabling the integration or running new campaigns.
To configure your Branch time zone setting, navigate to Configuration > App Settings > General.
Troubleshooting
Attribution data is not appearing in Branch
If attribution data from Yahoo! is not appearing in Branch, check the following:
- Confirm that Yahoo! (SAN) is enabled and your Yahoo Pixel ID is entered correctly. Navigate to Configuration > Ad Partners > Yahoo! (SAN) and select Partner settings to verify your credentials.
- Verify that you selected Yahoo! (SAN) (not Yahoo!) when enabling the integration, and that you are filtering for
Ad Partner Name = Yahoo SANin your Branch analytics. - Allow up to 48 hours for attribution data to appear after enabling the integration or running new campaigns.
Events are not appearing in Yahoo!
If events forwarded from Branch are not appearing in Yahoo!:
- Confirm that your Branch SDK is correctly integrated and that in-app events are firing. Use Branch Liveview to verify that events are being received by Branch before they are forwarded to Yahoo!.
- Review the Event names table to confirm that the Branch events you expect to see in Yahoo! are in the supported event list.
- Allow up to 48 hours for events to appear in Yahoo! after they are forwarded from Branch.
Reporting discrepancies between Branch and Yahoo!
Discrepancies between Branch and Yahoo! reporting can be caused by several factors:
- Data delay: Yahoo! data can take up to 48 hours to appear. Wait for data to fully populate before comparing reports.
- Attribution window mismatch: Ensure your Branch attribution windows match the settings in your Yahoo! account to minimize discrepancies. See Configure attribution.
- PAM for Publishers: If PAM for Publishers is enabled, advertiser-specific user identifiers are removed from postbacks for users without ATT consent, which may affect event counts in Yahoo! reporting.
Additional resources
For more information on the Yahoo! (SAN) integration and related topics, see the following articles: