Yahoo Adds Deeper Targeting to Yahoo Gemini, Expands Preferred Partner Program

Yahoo recently announced some improvements to its Gemini platform, a cross-device marketplace for search and native advertising.

Yahoo recently announced some improvements to its Gemini platform, a cross-device marketplace for search and native advertising.

Namely, advertisers can now target by optimizing conversions toward a target cost per acquisitions, making sure advertising messages get in front of the right people. Through Gemini, advertisers can also target people based on their own first-party data. They’ve added the ability to target users with native ads on Yahoo and partner inventory based on users’ actions within the advertisers own apps.

Yahoo blogged about the updates:

It’s the season of giving, so we’re loading up Yahoo Gemini – our proprietary marketplace for search and native advertising across devices – with new features and enhancements to give advertisers even more functionality for ringing in sales. Our new conversion optimization feature allows advertisers to improve campaign performance by optimizing conversions toward a target cost per acquisition (CPA), while an enhancement to our custom audience capability enables advertisers to target users with native ads based on their in-app actions.

With Yahoo Gemini, you can target interested audiences by leveraging billions of data points that signal intent, reach them across screens, and engage them with native ads to drive measurable results.

Yahoo also announced it is expanding its Preferred Partner Program. Yahoo noted in a blog post that it has seen a 112 percent growth in ad spend through Yahoo Preferred Partners since July; advertisers are seeing better traffic and results.

Among the new partners: CDK Global, Dex Media, Didit, Ensighten, ESV Digital, Hibu, LBN Partners, Merkle, Web.com and YP.

Simon Mansell, general manager of paid and services at current Preferred Partner Sprinklr, talked about how beneficial the platform has been:

Brands are combining their social advertising tactics into paid marketing strategies beyond social that are scalable and increasingly more effective. As this proves to be more powerful, there is a need for solutions that can facilitate that shift. Since our initial induction into Yahoo Gemini’s Preferred Partner Program, Sprinklr has been able to effectively help companies harness the the value of native advertising and alongside social, reach a larger customer base across paid, owned, and earned channels in one environment.