Yahoo provides new ad tools for marketers

Yahoo hopes to get back on the path of success. It scored a coup at CES, inserting its widgets product into almost every major manufacturers’ next generation internet-connected TVs. Under new leadership, and currently reorganizing, Yahoo is looking to regain its footing and bring new fire to its battle with Google.

According to senior company officials speaking with the Wall Street Journal, Yahoo will roll out some crucial software offerings today. Yahoo is set to release a new suite of internet tools which will help advertisers better target their customers.

“As the economy continues to put pressure on advertising budgets, marketers are looking for increased accountability for every dollar they spend. Yahoo!’s new targeting products significantly improve the ability for search and display advertisers to reach their target audience, providing increased efficiency and accountability,” said Michael Walrath, senior vice president, Advertising Marketplaces Group, Yahoo!.

He also promises better targeting. “We’ll have a better ability to know if searcher means Paris, Texas or Paris, France, said Kim.

As Yahoo migrates to the new platform, existing ads will continue to be served. The new interface will be available to advertisers in a “read only” mode. They can click the “go” button once they’ve had an opportunity to explore its features. Yahoo invited those present to join the early migration phase, a move greeted with great enthusiasm.

Update: The company has released official details, and there are three main products:
—”Search Retargeting”, which gives advertisers the ability to target display ad on the rest of Yahoo 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 (say a travel site); and
—”Enhanced Targeting” capabilities for text search advertising, including ad scheduling and demographic targeting within search.


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