Tuesday, February 24, 2009

Yahoo ties ads more closely to browsing behavior

Yahoo has introduced several tools that it says will help marketers target their ads more efficiently at a time when many of them are cutting advertising spending drastically.

One of the new products lets marketers target people with tailored display ads based on the terms they used in Yahoo's search engine.

Another tool customizes display ads based on the websites people have visited and their activity on those sites.

An "enhanced retargeting" feature is capable of generating personalized ads in certain cases. For example, someone searching on the Yahoo network for flights could be enticed with special deals based on the cities they are traveling between.

Yahoo will also introduce a search advertising tool next month that lets marketers control what time and day of the week they want their ads to run, and what age group or gender they want to target.

Yahoo has been struggling to retain market share against bigger rival Google. Although Yahoo's advertising business has suffered from the recession, it hopes the new technology will make its ad options more compelling.


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3 comments:

Alina Popescu said...

I do hope the recession and their prior problems spice up their R&D. I'm sure that competition is healthy and it will only result in better ad options for companies.

Deb S. said...

Alina: Spoken like a true marketing guru. :-)

Rosa said...

Google just made it a little harder for Yahoo by introducing a similar system. Starting in April Google will begin tracking users according to their preferences in order to target relevant messages to users. I saw a story that describes it here :http://www.newsy.com/videos/google_ad_change_raises_questions/