Yahoo Banks on Its Data With Genome Audience Platform

First-party data trumps third party, says panel

Headlining Scott Thompson's legacy at Yahoo will probably be the swirl of events that led to his departure after only four months as CEO (though his resume may say otherwise). But, based on his two quarterly earnings calls with investors, Thompson aimed to stake his legacy on leveraging Yahoo's data. And it appears as though the company plans to carry out those plans.

On Monday the company announced its Genome audience buying platform. Speaking at a company event that kicked off Internet Week in New York, Yahoo's evp of Americas Rich Riley said the platform stems from the display advertising partnership Yahoo entered with AOL and Microsoft last year, as well as the company's acquisition of data-crunching ad tech firm Interclick, which closed in December.

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