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.
2017 is the year in which CMOs are expected to outspend CIOs on technology, according to Gartner, which is no surprise given the way in which consumers of all kinds are increasingly using technology in their everyday lives.
As it prepares for a 2017 IPO that could be the largest in the social media space since Facebook went public in 2012, all eyes are on Snapchat.
Amazon Prime was launched in 2005 as an express shipping membership program and more than a decade later it has tens of millions of subscribers who enjoy a lot more than just free, fast shipping on millions of products Amazon sells.
Here we take a look at sales and abandonment data from the 2016 Christmas shopping season.