April 8, 2025: We completed this change.
March 24, 2025: We announced this information.

Yahoo! JAPAN Ads Display Ads

April 7, 2025

We have changed the format for connecting customer data (email addresses and phone numbers) in the following two features.

• Conversion advanced matching
• Data upload when creating an audience list

This change increases the data available for matching, which is expected to improve matching accuracy. The previous format is scheduled to end on June 30, 2025. After the end date, the previous format will no longer be available. Customers using customer data connections should change the format as soon as possible.

We have changed the format of connectable email addresses and phone numbers as follows:

Email address

• (Before) Lowercase or uppercase
  Example: abcd@yahoo.co.jp, ABCD@yahoo.co.jp
• (After) Lowercase only
  Example: abcd@yahoo.co.jp

Phone number


• (Before) Phone number only
  Example: 09012345678
• (After) Country code + phone number
  Example: +819012345678

*In conversion advanced matching using conversion tags, both hashed and unhashed email addresses and phone numbers are available.
*You must connect using the format specified after the change when using hashed data.
*When using unhashed data, it will automatically be changed to the new format until the end date of the previous format.

Comments
• See the following help pages for details.
  Advanced matching in conversions
  Import data and create audience list for customer data
• The template for the "Yahoo! JAPAN Ads Conversion API Tag" provided for Google Tag Manager has been updated. Customers using this tag should approve the changes and use the latest version "5c47b" of the template once the update notification appears. Note that it may take some time for the notification to appear after the update is completed.
  For more details about the tag, see the following page.
  Yahoo! JAPAN Ads Display Ads Conversion API Tag (for Server-side Google Tag Manager)