Yahoo announces big data solution amid CEO departure

Share this content:
Yahoo announces big data solution amid CEO departure
Yahoo announces big data solution amid CEO departure

One day following the news that Yahoo CEO Scott Thompson will step down due to controversy over his resume embellishments, the company announced at Internet Week in New York City on May 14 the scheduled debut of a solution called Genome in July, designed to help brands leverage big data for their online advertising campaigns.

Despite the upheaval, Peter Foster, GM of audience advertising at Yahoo said the company's agenda, as it relates to Genome, will “continue to be focused on our advertiser and agency partners.”

Both Foster and Rich Riley, EVP of Yahoo Americas, declined to elaborate further on the extent Thompson's sudden departure will impact Yahoo's endeavors in e-commerce and data-mining projects, which Thompson was supposed to spearhead. Multiple outlets reported that Yahoo's head of global media Ross Levinsohn will serve as interim CEO.

Ignoring Thompson's absence, Riley and Foster focused attention on its Genome solution, which is built to help marketers organize significant quantities of unstructured data, combining datasets from interclick — Yahoo's marketing solution platform — as well as Yahoo's various media assets, user data and third-party data partnerships.

“Online data is not collected like offline data,” Riley said. “Display advertising is not as targeted or relevant. Yahoo has been very focused on this challenge for a while.”

Riley said the five key features in Genome include Yahoo's “unmatched data set;” analytics that provide actionable insight for marketers; privacy tools designed to protect consumers; the overall quality of Yahoo's audience technology; and the company's large media footprint.

“We have the best analytical tech in the market,” Foster added. “We have data that nobody else has and we have a supply footprint starting with 500-plus media partners.”

Additionally, Yahoo continues to work with marketing and data services companies like Acxiom and Experian “to match data with offline profiles,” Foster said. “We can augment data that we collect with non-PII [non-personally identifiable] offline data.”

Ultimately, the goal for brands is to consolidate the best data in order to better understand the customer. “Having one centralized view of a customer [is a priority],” said Michele Morelli, SVP and head of online display acquisitions at Citibank. “The second thing is identifying what is the right data.”

Morelli explained that Citibank, for instance, might want to market to women, but even within that community, it's important to know what specific datasets are important and applicable to Citibank's outreach.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

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