Yesterday, Yahoo announced new ad solutions for advertisers to better target and reach potential customers. I wrote about the news at Search Engine Land, but let me sum it up here quickly.
Yahoo is offering three new offerings:
- Search Retargeting, which gives advertisers the ability to target display advertising based on user search activities;
- Enhanced Retargeting, which allows advertisers to deliver dynamically generated display ads across the Yahoo! network based on user activity on an advertiser's site; and
- Enhanced Targeting capabilities for search advertising, including ad scheduling and demographic targeting within search.
Advertisers can use search data to target display ads to them on other properties. This is in the realm of merging search ads with behavioral ads. Plus, Yahoo will be joining Google and Microsoft in giving marketers the ability to target search ads based on time of day (day parting) and using demographic data such as gender, age, income and so on.
To my surprise, the discussion around this news at WebmasterWorld is mostly positive. I would have thought that marketers would be skeptical and a bit sarcastic in their discussion about the new offerings. But I was wrong, marketers seem excited about the news.
Source From: seroundtable.com