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Wednesday, February 25, 2009
Yahoo Offers New Ad Products


Yahoo on Tuesday announced the launch of three new targeting products for brand and performance marketers that are designed to help them reach the audiences that matter most when advertising online.

The announcement was made during the Company's keynote presentation at the annual conference of the Interactive Advertising Bureau.

The new products include "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.

Yahoo's Search Retargeting is a customized display targeting solution that lets advertisers capture user interest from search terms and retarget the user with display ads throughout the Yahoo Network. For example, if a user searches for the keyword "sandals," indicating strong purchase intent, an advertiser can target that user with a tailored display ad for footwear.

Enhanced Retargeting combines standard site retargeting with dynamic ad generation. For example, users who visit an airline website to check offers for flights from SFO-JFK can be served a personalized offer for that specific flight when they visit a page within the Yahoo Network.

Enhanced Targeting capabilities are designed to extend the advertiser's control over where and when an ad is shown at both the campaign and ad group level, including what time of day and day of the week an advertiser would like campaigns to run (ad scheduling) and what age and gender they'd like to reach (demographic).

The improved ad-targeting software comes as newly-installed Yahoo chief executive Carol Bartz sets out to revive the struggling Internet pioneer's fortunes.


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