Yahoo has announced the launch of Yahoo SmartAds, a new advertising platform that delivers tailored display ads to highly targeted audiences.
The new service automatically converts creative campaign elements and offerings into highly customized and relevant display ads by delivering ads according to the Web surfer’s age, gender, location and online activities.
An example given by Yahoo of the new service:
“If a user is browsing for hybrid cars in Yahoo! Autos and has selected San Francisco as their default location in Yahoo! Weather, Yahoo’s SmartAds platform can assemble and deliver a display ad in real time that showcases a hybrid vehicle from a major auto brand, as well as local dealer information and current lease rates….providing a relevant experience to the user and allows the marketer to reach a user who is likely to become a customer.”
Yahoo Smart Ads is the natural next step forward in contextual advertising delivery. The new service will drive new business to Yahoo, however improved targeting alone does not create a market leader; it’s only one part of the contextual advertising jigsaw puzzle. Scope is still Google’s key selling point; as long as Google offers a superior inventory, Google will continue to lead the field. Yahoo Smart Ads will drive further innovation in the space; Google is bound to offer a similar service in response, and ultimately this is good for all advertisers.
Previous Yahoo Search Marketing coverage here.