The PC World article, Yahoo Tailors Graphical Ads to Users' Search Queries, discusses changes to Yahoo's "Impulse" advertising program.
Yahoo captures a user's query terms and categorizes them. For example, a user who searches for the term "credit card" will be tagged as someone who is interested in the broader "financial services" category, said Usama Fayyad, senior vice president and chief data officer at Yahoo. Then that user will be served graphical ads, such as banner ads, from participating advertisers in that financial services category while he is in the network of Yahoo sites, Fayyad said.
The Original Search Marketing Event is Back!
SES Denver (Oct 16) offers an intense day of learning all the critical aspects of search engine optimization (SEO) and paid search advertising (PPC). The mission of SES remains the same as it did from the start - to help you master being found on search engines. Early Bird rates available through Sept 12. Register today!