Blog / Insights
We’re excited to partner with Costco to empower Yahoo DSP advertisers by leveraging Costco’s rich first-party data to deliver meaningful, privacy-centric ad experiences.
Through this collaboration, Costco and Yahoo DSP are creating new opportunities for brands to connect with Costco members beyond its owned and operated platforms. Advertisers can now engage shoppers with relevant, omnichannel experiences, helping members discover products they’re most interested in. Additionally, this partnership enhances campaign measurement and sales attribution, providing deeper insights into performance and impact.
As one of the most beloved household brands and a major US retailer, Costco is committed to delivering maximum value to its 80M+ US cardholders. By combining Costco’s deep insights into shopping habits with Yahoo DSP’s omnichannel capabilities and access to premium supply, advertisers can deliver seamless, relevant ad experiences at every touchpoint. This partnership amplifies awareness across key verticals, including electronics, beauty, food and beverages, and more.
This Partnership Unlocks Powerful Capabilities
- Costco Audiences: Reach high-value Costco members, including segments like Frequent Shoppers, Tenured Shoppers and Category Shoppers. Choose the audience that best fits your needs within Yahoo DSP.
- Future-Proof Identity: Costco’s first-party data seamlessly integrates with Yahoo ConnectID, enabling targeted and measurable campaigns augmented by Yahoo’s insights. This privacy-first approach ensures advertisers can effectively engage high-value audiences in an identity-constrained world.
- Omnichannel Reach: Engage Costco members across multiple channels, creating cohesive and relevant ad experiences wherever they spend their time.
- Access to Premium Supply: Activate Costco’s audiences across premium inventory for maximum impact.
- Advanced Measurement: Gain deeper insights into campaign performance and sales impact across Costco audiences.
To learn more about this partnership, reach out to your account team or contact beth.gross@yahooinc.com.
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*Costco, Internal Data, 2025
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About Beth Gross
Beth’s career has incorporated all aspects of marketing - brand, consumer, shopper, retailer and now ad tech. She has joined Yahoo to develop our go-to-market strategy on Commerce Media, leveraging our latest collaboration with Costco Wholesale.
Prior to Yahoo DSP, Beth worked for The Mars Agency for nine years, leading client teams on the West Coast and executing shopper marketing programs with strategic retail partners (ex. Albertsons, Costco, CVS, Kroger, Lowe’s, Meijer, Publix, Safeway, Target, Walgreens, Walmart). She & her Colgate client were awarded the Silver Effie for their Safeway “Turn off the Water” campaign driving incremental category sales and brand market share. Prior to The Mars Agency, Beth created the Shopper Marketing discipline at Method Products where she worked with all classes of trade.
