Contextual vs Browser Language Targeting

Contextual Language Targeting uses a pre-vetted site list for brand safety and language validation. With contextual language targeting, the creative language and page language always match. Browser language targeting simply targets a user’s preferred language by scoring desktop and mobile web browser history and assigning the language that comes up most frequently.


Connected TV includes televisions connected to the internet. Users can connect via native applications like smart TVs; via external streaming devices like Apple TV, Roku, or Amazon Fire Stick; or via gaming consoles like XBOX or PS4.


Gross Rating Points. The “total audience” exposure to advertising messages.


The digital media version of Gross Rating Points. iGRP (%) = (100 * Number of Impressions) ÷ Universe where Universe = the total audience population.


When you apply targeting filters, DSP uses your in-target total impressions, and iTRP (%) = 100 * In-target Impressions (#) ÷ In-target Universe (#).

linear TV

Traditional television you watch at scheduled times.


The percentage of a company’s target audience that sees its commercials or advertisements. Target audiences are groups of customers who are most likely to purchase a company’s products and services.


A “total population” value used to calculate GRP. When you set a demographic filter, DSP uses a subset of the population size to calculate the in target universe (TRP).

Yahoo Identity Graph

Deterministic assets from across Yahoo combined with advanced probabilistic modeling that accurately deliver 200B daily data signals at scale.

Online Enhanced Matching

Use Online Enhanced Matching to pass SHA256 hashed email addresses along with your pixel events to Yahoo to help attribute more conversions and reach more customers.

Advertisers hash the emails on the advertiser website before sending them to DSP to protect user privacy.

In the absence of a cookie, Yahoo matches the hashed email address against Yahoo’s own data and uses a deterministically matched ID in the attribution and targeting workflows, if a match is available.


As cookieless advertising continues to grow in reach and value, Yahoo is dedicated to providing means for advertisers to carry out the measurement and targeting functions that provide them with performance on Yahoo advertising platforms, while at the same time still respecting user privacy.

How it Works

To implement online enhanced matching, advertisers should work with their website developers to update any existing DOT pixel base JS or image pixels with the Online Enhanced Matching snippet and implement macros to pass hashed email addresses through the new parameter fields.

Any new code should include the snippet and macro implementations. Yahoo provides a wizard in the DSP UI for adding the snippet more easily.

Yahoo cannot push code updates for this configuration, and implementation is fully at the discretion of the advertiser.

Use of this feature is subject to the terms of the Yahoo Pixel and Custom Audience Policy.

Javascript Implementation

The JS tag will support two ways of capturing the email address; as clear text (to be hashed before passing) or pre-hashed.

When using the Yahoo Dot Javascript code, the ‘he’ parameter will recognize if the email address is plain text or SHA-256 hashed. Simply replace the <email_address> placeholder value from the code with the user’s email address from your site data layer.


erties':{'pixelId':'10059374','he': '<email_address>'}});var

If it is a plain text email address, Yahoo will instruct the browser to normalize and do a SHA-256 hash before consuming the value. Custom logic must be added to the site to capture the email address value and replace the macro placeholder. If no email address is available, leave the ‘he’ field blank.

If this is already SHA-256 hashed, Yahoo will consume the value.

In the case of advertiser-hashed email address values, normalize and pass the values as follows:

  1. Trim the blank spaces around the email address.

  2. Convert the email address to lowercase.

  3. Hash the email address using SHA-256.

  4. Pass the hashed email address through the ‘he’ field.

IMG Calls

You can use image calls with the addition of a query parameter.


For image calls, the only option is for the advertiser to handle the normalization, email address hashing, and replacing the macro placeholder in the new query parameter on the call to the Dot server.

Before the page is loaded in the browser, advertisers should follow these steps:

  1. Trim the blank spaces around the email address.

  2. Convert the email address to lowercase.

  3. Hash the email address using SHA-256.

  4. Pass the hashed email address through the ‘&he’ field.

For example:


Tealium iQ Implementation

For advertisers using Tealium, follow these instructions to perform the hashing and pass the email to DSP via Dot.


Before you begin, be sure that you’re using the latest Yahoo Dot template in Telium. See Check and Update Your Yahoo Dot Template in Telium for details.

  1. Add a Data Layer Variable (a.k.a. UDO Variable) and set the Source to: customer_email_hashed.

  2. Add a JavaScript Code extension and paste in the following 3 lines of JavaScript:

if (b.customer_email && !b.customer_email_hashed) {
    b.customer_email_hashed = b["customer_email"].toLowerCase().trim();


If you use a different Data Layer Variable for customer email addresses than customer_email, change customer_email in the code above to match your Data Layer Variable name. Leave customer_email_hashed as is.

  1. Set the title of this JavaScript Code extension to Customer Email Lowercase and Trim Whitespace.

  2. Add the Crypto extension, making sure it appears below Customer Email Lowercase and Trim Whitespace in your list of extensions.

  3. Set Hash Method to: sha256.

  4. Click Add Variable and select the customer_email_hashed Data Layer Variable you created in Step 1.

  5. Click the Approve for publish button in the Customer Email Lowercase and Trim Whitespace JavaScript code extension.

  6. Save and publish to Dev or QA for testing and validation.


Q: Who should use online enhanced matching?

A: U.S.-based advertisers who have access to user emails and a DOT pixel implemented on their page.

Q: Does the Dot Online Enhanced Matching feature comply with privacy laws, such as GDPR and CCPA?

A: Yes. Online Enhanced Matching feature complies with all privacy laws and mechanisms. The Yahoo DSP honors any opt-out values that advertisers pass to Yahoo through the U.S. Privacy or GDPR macros. Additionally, Yahoo maintains its own privacy dashboard and honors user opt outs from Yahoo’s user privacy settings.

Q: Does Yahoo have access to the email addresses in clear-text?

A: Yahoo does not allow any clear text email addresses into Yahoo’s systems for this feature. If the advertiser does not perform hashing, the data is dropped from the DOT call. Yahoo recommends that advertisers use the JS code and the query parameter that allows Yahoo to perform the hashing function using SHA256.