Yahoo’s ‘Gemini’ Pairs Native Ads And Mobile Search

Why not, since both disciplines seem to be on a crash course

Headshot of Christopher Heine

Yahoo has launched a self-service set of tools called Gemini for mobile search and native advertising. Per a rep for the Sunnyvale, Calif.-based digital company, it believes a one-stop shop for the two ad units could make a difference in attracting brand marketers.

Until recently, its mobile search ads were available via the Bing Ads platform. Now they can be found with Yahoo's 10-month-old native promos through Gemini, which fits into the Yahoo Ad Manager platform that  CEO Marissa Mayer unveiled in January at CES

Yahoo is trying to catch up with Facebook and Twitter when it comes to grabbing mobile advertising market share. And grouping native with mobile search could make a lot of sense, as the two styles of advertising appear to be on a crash course.

A Yahoo blog post revealed the development, saying: "Mobile is the fastest-growing market segment, and we have innovated how our users communicate, consume content and search for information across multiple devices. We are equally committed to building products that simplify the buying process and improve the experience for advertisers."

@Chris_Heine Christopher Heine is a New York-based editor and writer.