Yahoo Maps Out Genome Ad Strategy
Audience buying platform seeks to help leverage data
Rough as the past year has been for Yahoo, one of the company’s more head-scratching moves may yet prove beneficial. Last November, Yahoo snatched up Interclick for $270 million, leaving many in the industry to wonder, what does Yahoo need with yet another ad network? But on July 9, Yahoo plans to roll out Genome, a new audience buying platform built on Interclick’s proprietary ad targeting technology.
Genome promises to help Yahoo finally realize the potential of that audience data it collects: account registrations, search queries and user behavior—data the company has been touting for a decade.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in