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Article

Title: Yahoo Launches Smart Ads

Author: Abramovich, Giselle Article Type: Product Analysis
Source: DMNews, v29 n25 p2(1) Publication Date: Jul 9, 2007
  ISSN: 0194-3588
URL of Publication: http://www.dmnews.com

Yahoo! has introduced an advertising platform, called SmartAds, to enable companies to place ads that are specifically targeted to their audience. Compared with the conventional and non-customized display ads, the new advertising platform generated higher click-through rates in several tests done through Yahoo! FareChase. SmartAds takes advantage of Yahoo!'s consumer insights and rich media experience as well as new ad technology for creating tailor-made and relevant display ads. SmartAds considers elements such as the location of the user when delivering ads. For instance, a user querying about hybrid cars would get ads about the latest model as well as information on local dealers. Yahoo! aims to attract more direct marketers into its fold with the help of SmartAds. SmartAds should also help the company create more value from its owned and operated properties and the Right Media exchange. SmartAds can help advertisers evaluate the effectiveness of the ads as it measures click-throughs and transactions as well as performs path analysis and behavioral analytics. Users receive ads based on their interests as determined with the help of Yahoo!'s behavioral, demographic and geographic targeting tools. Improved click-through rates should increase the value of SmartAds and eventually increase ad placement rates.

Companies:
Yahoo! Inc

Products:
Yahoo! Smart Ads

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