Yahoo is offering three new offerings:
- 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.
Advertisers can use search data to target display ads to them on other properties. This is in the realm of merging search ads with behavioral ads. Plus, Yahoo will be joining Google and Microsoft in giving marketers the ability to target search ads based on time of day (day parting) and using demographic data such as gender, age, income and so on.
To my surprise, the discussion around this news at WebmasterWorld is mostly positive. I would have thought that marketers would be skeptical and a bit sarcastic in their discussion about the new offerings. But I was wrong, marketers seem excited about the news.
WebmasterWorld moderator, eWhisper, said:
I love these new offering from yahoo. Yahoo has had some of the best behavioral targeting results for display ads of anyone out there. I've seen interstitials combined with behavioral targeting break double digit CTRs on Y.
If they can take that same targeting to search, and make a search/banner connection - they will have a great product.
I'm hoping they combine this with attribution management to show when banner are display/clicked how it affects your search CTR and eventual conversions.
Looking forward to exploring this one.
Forum discussion at WebmasterWorld.