Yahoo on Wednesday announced an advertising alliance with its
"rival" in the search engine market Google.
The non-exclusive agreement with Google will allow Yahoo to
display ads on various Yahoo properties and certain co-branded
sites using Google's AdSense for Content and Google's AdMob
Yahoo gave the example of someone online shopping for boots being
shown an ad for something completely unrelated because no
advertisements for footwear were available in inventory.
"If you see an ad for boots, that's instantly going to pique your
attention more than an ad for, say, a car battery," Yahoo! said.
"That's better for users. This is why contextual advertising is
such a powerful tool."
Separately, Google on Wednesday announced Enhanced Campaigns, which
will allow businesses to run a single advertisement campaign across
multiple devices. Google said businesses will be able to advertise
their products and services simultaneously across both mobile and
desktop and target people in certain locations or at certain times
of the day.
The changes to Google's search advertising network are expected to
be completed by the middle of this year.