Yahoo unveils SmartAds for custom display ads

Share this content:

Yahoo Inc. has launched Yahoo SmartAds, an advertising platform that allows marketers to deliver tailored display ads to their audiences.

SmartAds combines Yahoo's consumer insights and rich-media capabilities with new ad-serving technology that converts marketers' creative campaign elements and targeted offerings into customized and relevant display ads. Travel industry advertisers in the United States are the first to have tested the platform, and on Yahoo's FareChase, SmartAds generally resulted in click-through rates two to three times higher than static, non-customized display ads.

SmartAds is powered by Yahoo's behavioral, demographic and geographic targeting capabilities, and connects users with what they are looking for based on their expressed interests.

For example, if a user is browsing for hybrid cars in Yahoo Autos and has selected San Francisco as a default location in Yahoo Weather, Yahoo's SmartAds platform can assemble and deliver a display ad in real time that shows a hybrid vehicle from a major auto brand, local dealer information and current lease rates.

In addition, the platform allows advertisers and agencies to design a single set of individual creative components and provide Yahoo with that artwork and a feed to their entire database of offers. Yahoo's SmartAds then automatically generates the ad combinations based on those components.

close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above