Yahoo is testing new search ad targeting and placements on its search site. An entirely new offering allows advertisers to buy text ads directly within Yahoo’s drop down menu of suggested keywords.
The firm is also hoping to increase ad relevance by employing previous user activity on Yahoo sites to inform ads targeted in search results. The company expects to provide new leads for advertisers through this more sophisticated targeting. This marks the first time the firm has employed data from past searches or other Yahoo interaction data to target ads on search results pages.
Yahoo also aims to generate revenue through the suggested terms tool it features in its site search. Online stock trading service Scottrade is currently testing the new text ad unit, which pops up in the drop down menu of suggested keyword terms. Users entering a word beginning with the letters “s-c-o-t” will spot a Scottrade ad below suggested terms including “Scott Peterson” and “Scotland.” The firm is also using behavioral data gleaned on Yahoo to target the Search Assist ads.
The company also touted a new desktop tool for managing large search ad campaigns yesterday during an event held to promote new products to the media.
A class action lawsuit against an internet-connected pleasure device highlights the potential pitfalls a growing number of companies will face as they embrace ... read more
Google sparked a small firestorm last week as reports surfaced that its intelligent assistant device Google Home delivered an unsolicited advertisement to unsuspecting owners.
According to Internet Retailer's newly released The Best Digital Marketers in E-Commerce report, Target is the most effective marketer in online retail. So why is it struggling overall?
The rise of YouTube and digital video generally has a lot to do with the rise of the internet and the abundance of digital video content. But YouTube's ascendency is also the result of Google's savvy use of algorithms.