Yahoo! Expands Behavioral Targeting

The portal's Impulse program, which serves display ads based on a user's search behavior, now allows targeting for a period of two days following a search term's entry.

Yahoo recently expanded a program that targets display ads based on visitors’ recent search activity. The change widens the time window during which advertisers can drop behaviorally targeted banners after a search term is entered from one hour to two days.

“In the last year, some research we’ve done has shown us that the purchase window is longer than we previously thought,” Yahoo spokesperson Nissa Anklesaria told ClickZ News.

The program, called Yahoo Impulse, has allowed advertisers to deliver banners based on search behavior for several years, but only immediately following entry of a term. Three months ago, the company expanded the timeframe during which an ad can be delivered to 48 hours. The change could greatly increase available inventory in high consideration verticals such as automotive and finance.

“Whereas three or four years ago, [people’s use of] the Internet was more task-oriented, now users stay online longer and do more things,” extending purchase cycles to days rather than minutes, according to Anklesaria. “[Impulse] can be used at various points in the funnel. It can be used to drive instant purchase or brand awareness during the time a consumer is engaged with a particular [type] of product.”

Usama Fayyad, SVP and chief data officer at Yahoo, first spoke of the expanded offering this week at the National Center for Database Marketing conference in Chicago.

Impulse is only one element of Yahoo’s behavioral targeting toolset, which the company developed internally.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource