Yahoo Gets Smart in Online Ad Competition

July 2nd, 2007

Yahoo announced new online advertising tools that could give the company an edge against its competition. The tools rely on what is called “behavioral targeting” to make display ads more relevant.Dubbed SmartAds, the new advertising platform gives marketers what Yahoo is sure they want: the ability to deliver tailored display ads to highly targeted audiences. The way Yahoo describes it, SmartAds combines the company’s rich media capabilities with new ad serving technology that automatically converts marketers’ creative campaign elements and targeted offerings into relevant ads.

“Yahoo’s SmartAds gives marketers what they want from online advertising: the ability to deliver customized marketing messages to consumers, and still engage very large audiences with their brand,” Todd Teresi, Yahoo’s senior vice president of display marketplaces, said in a statement. This custom-tailored approach, he explained, is designed to offer a more engaging, relevant online experience.

Click here to read the rest of this story on NewsFactor.

Entry Filed under: Hot off the Press