Yahoo To Details Some New Ad Targeting Tools Today; Targeted Graphical Ads in Search
This story was written by Rafat Ali.
Bloat, any which way: if they are cutting back on more products, well, lets just add more tools to surviving products. Yahoo (NSDQ: YHOO) is planning to announce adding some more tools to its online search ad services later today at the IAB conference in Orlando, to help marketers target their online ads in a better way. In this, it will serve targeted graphical ads to users when they search on the slightly-stabilized Yahoo search engine. Another is more behavioral targeting tools: customizing the offers in ads based on what sites within Yahoo a consumer has visited and what they have done on those sites. It will also bring out a slightly old concept of dayparting on those contextual text ads against searches, and also base them on factors such as users age and gender. And even as its display ad revenues slip, the company will argue for a dismantling the "artificial boundaries" display and search, and ask marketers to advantage of tools such as Yahoo's search-targeting product to bridge both, according to the story. It argues that its base of hundred of millions of users means that targeting will still mean reaching a big enough audience to get meaningful result lift.
Some of the other sites/competitors have been using similar functions for a while now, and Yahoo's timeline for its launch has constantly slipped over the last two years. Even APT, its tool to simplify ad buying across all of Yahoo's services, has been slowed down by the new CEO Carol Bartz. We will have more details from the conference later today from David, who has been covering the conference for us. His posts over the last few days from IAB are here.
By Rafat Ali