Yahoo in a quest to boost the value of its ads display and search inventory has introduced new ads products – which promises better targeting by taking into account users previous web activities.
According to Yahoo Executives, the ads display business can now show users more appropriate ads by taking into consideration where they ‘ve recently surfed or searched. For instance, the new search targeting allows brands to serve ads to users who have recently conducted searches for particular keywords – thereby boosting the relevancy of such ads significantly by taking into account users self-stated interest.
Similarly, Yahoo ‘s enhanced re-targeting product delivers personalized ads to users who have recently visited specific content or e-commerce site.
Yahoo Officials believe this new product takes classic behavioural targeting to the next level by delivering ads messages that showcase highly specific offer-driven ads.