Yahoo Set to Launch Three New Ad Products
Yahoo is looking to boost the value of its display and search inventory with the launch of three new ad products, each of which promise 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 these users’ self-stated interests into account.
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