Yahoo!’s New SmartAds
July 2, 2007 | Written by annliu | Filed Under Search Engine Marketing
Innovative, Patent-Pending Ad Delivery Platform Allows Marketers to Present Highly Targeted Online Display Ads in Real Time to Match a User’s Distinctive, Expressed Interests
According The New York Time - Yahoo is launching a new product called “Yahoo SmartAds.” It would help marketers create custom advertisements on the fly, using information on individual buyers and information on real prices and availability from the vendors.
In the other words, SmartAds is a product that leverages behavioral targeting data with search data to generate “custom advertisements on the fly.”
For example, a person who had recently searched for information about blenders might see an ad from Target that gives the prices for the blenders that are on the shelves in the store closest to that person’s home.
The advertiser (or its agency) would provide Yahoo with the components of its display ads — including the logos, tag lines and images. The retailer would share information from its inventory databases that track the items on the shelves in each of its stores. Next, Yahoo would combine that data with the information it has about its users’ demographics and actions online to create a product-specific advertisement.
Mr. Teresi, a senior vice president of display marketplaces at Yahoo said Yahoo hopes to work directly with creative agencies as they design their online advertisements.
“We’re doing real-time creative assembly that leverages what we know about our audience,” Mr. Teresi said. “You can buy the entire Wall Street Journal site, and when a female shows up, we will create a different ad or when someone from New York shows up, another one.”
“Yahoo!’s SmartAds is the breakthrough marriage of brand and direct marketing that advertisers have been waiting for,” said David Kenny, Chairman, Digitas and Publicis Groupe Digital. “By combining its huge audience, dynamic ad creation capabilities and deep knowledge of user interests, Yahoo! has developed a true innovation that will benefit agencies and its clients, especially companies with a large number of offers to present to many audience segments.”
Here has the full article, you can read it online.
For more detail, read Yahoo!’s Press Release here.
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