Yahoo announced several new ad targeting features at the IAB Conference including search targeting, which provides the ability to select advertisements based on what a person has search for. Others include enhanced retargeting, which lets advertisers tune ads according to what users have done on the advertisers' Web sites, and enhanced targeting for search, which lets advertisers adjust ads shown next to search results according to user age and other factors.
Yahoo has also started to test display ads and video next to search results.
This further reinforces my view that Yahoo’s management will not be interested in selling the search business, as they need it fully integrated in their operations in order to create these holistic advertising offerings.
Microsoft should take notice and come back to the table with a full offer.
Wednesday, February 25, 2009
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