ORLANDO, FLA. Yahoo is looking to boost the value of its display and search inventory with the launch of three new ad products, each of which promises better targeting by taking into account users’ previous Web activities.
For its display business, Yahoo executives say they can now show users more appropriate ads by taking into account where they’ve recently surfed or searched.
For example, the new Search Retargeting product allows brands to serve display ads to users who have recently conducted searches on Yahoo for particular keywords -- theoretically boosting the relevance of such ads significantly by taking users’ self-stated interests into account.
Similarly, Yahoo’s Enhanced Retargeting product delivers personalized display ads to users who have recently visited specific content or e-commerce sites. Officials believe this new product takes classic behavioral targeting to another level by delivering ad messages that showcase highly specific, offer-driven messaging.
For example, users might see an ad for current flight prices on trips from New York to San Francisco after they’ve recently conducted a search for that particular flight on a travel advertiser’s Web site.
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