Yahoo smart ads getting smarter

Thu 28 May 2009 09:05, Bas van den Beld

Yahoo is working on making their smart ads even more smarter. Starting this week Yahoo expands their Smart Ads Program which "takes different elements of ads and combines them" giving customized image ads to specific target groups.

Yahoo improves their smart ads program with the help of third party-providers. Yahoo!’s reach and user knowledge will be combined with the third party ad-serving technology.

Yahoo feels it will be able to target groups within groups. Different interests or different backgrounds or even different age groups within one target group can be served different kind of ads. Mobile Smart Ads can apparently even take into account things like the local weather.

For example, a 43 year old man would see this ad:

. While a 28 year old female would see this ad:

According to Yahoo "advertisers testing Smart Ads have seen significantly improved campaign performance based on a variety of metrics, including click performance, conversion and overall return on investment".

Smart Ads mobile will show ads based on user behavior, demographic, location and time of day. Third parties which will help display ads are Tumri and Teracent, where the latter one will be focussing on getting the technology to mobile.

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