Yahoo matches ads to user behaviour
- Added:
- Feb 25, 2009
Yahoo has begun matching its ads to the way visitors behave online, in a bid to attract more advertisers.
The ‘Retargeting’ tools let advertisers tailor ads to terms users enter into Yahoo! searches.
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.
Michael Walrath, Yahoo! senior vice president of advertising marketplaces group said the tools "significantly improve the ability for search and display advertisers to reach their target audience, providing increased efficiency and accountability."
Yahoo! expects to start next month giving advertisers more control over days or times ads are scheduled and letting them target audiences demographically.
The move comes as part of new Yahoo CEO Carol Bartz’ strategy to revive the struggling Internet pioneer's flagging revenues.
After taking over from Jerry Yang in January, Bartz vowed to streamline decision-making and improve efficiency at Yahoo.
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