Yahoo introduces behavior targeting in SmartAds

Yahoo has introduced a new form of online advertising that enables advertisers to target potential customers by using demographic information.

The product, called SmartAds, allows advertisers to create product-specific ads customized to the age, gender, geographic location, and online activities of the people seeing the ads.

SmartAds allow advertising agencies to create a template for ads with several variables, then compile those elements on the spot to suit a specific reader. SmartAds make heavy use of information extracted from data Yahoo keeps on visitors, including their shopping, searching and Web surfing behaviors, as well as registration information and location data.

For example, a Web user who has shown an interest in certain car models and who logged on from a computer in Los Angeles could receive an ad for that vehicle that combines information on their nearest dealership, actual price information, and a real-time feed of inventory levels, said Todd Teresi, Yahoo's senior vice-president of display marketplaces.

"Yahoo's SmartAds gives marketers what they have long wanted from online advertising: the ability to deliver more personalized marketing messages to consumers, and still engage very large audiences with their brand," said Teresi.

SmartAds is a "breakthrough marriage of brand and direct marketing that advertisers have been waiting for," said Digitas and Publicis Groupe Digital Chairman David Kenny. The platform will be of particular benefit to companies that have many offers to present to many differing audiences, he said.

Yahoo is launching the product in the travel category and expects to expand to three vertical categories by the end of the year - most likely retail and automotive, said Teresi.

You may like these other stories...

Earlier this year, PayPal let customers know the company would be providing the IRS with some of their account information. This was in response to a 2006 federal court ruling that the IRS could ask PayPal, a global leader...
Entrepreneurs have criticized the move by online auction service eBay to prevent sellers from posting negative feedback about customers who buy items.As part as what it described as "bold changes," the company announced last...
Having launched an online accounting service, Revas, Baker Tilly OnLine managing partner Mark Holland urges the accountancy profession to embrace the latest technology tools.Much as it may affront us, there are still those...

Upcoming CPE Webinars

Jul 23
We can’t deny a great divide exists between the expectations and workplace needs of Baby Boomers and Millennials. To create thriving organizational performance, we need to shift the way in which we groom future leaders.
Jul 24
In this presentation Excel expert David Ringstrom, CPA revisits the Excel feature you should be using, but probably aren't. The Table feature offers the ability to both boost the integrity of your spreadsheets, but reduce maintenance as well.
Jul 31
In this session Excel expert David Ringstrom helps beginners get up to speed in Microsoft Excel. However, even experienced Excel users will learn some new tricks, particularly when David discusses under-utilized aspects of Excel.
Aug 5
This webcast will focus on accounting and disclosure policies for various types of consolidations and business combinations.