Yahoo Adds Behavioral Targeting Features for Search and Display Ads

Yahoo today unveiled a trio of behaviorally targeted ad options for both search and display ads.

  1. Search Retargeting for Display Ads -- lets advertisers target display advertising based on a user's search activity. So a user that searches on a term like "sandals" could be served a display ad for footwear elsewhere on Yahoo's network.
  2. Enhanced Retargeting for Display Ads -- allows advertisers to deliver dynamically generated display ads across the Yahoo network based on user activity on an advertiser's site. Going beyond standard site retargeting, the new technology would allow an advertiser to target users who visit an airline website to check offers for flights from SFO-JFK, and serve them a personalized offer for that specific flight when they visit a page within the Yahoo Network.
  3. Enhanced Targeting for Search Ads -- adds capabilities for Sponsored Search and Content Match ads, including ad scheduling and demographic targeting within search. New features are designed to extend the advertiser's control over where and when an ad is shown at both the campaign and ad group level, including what time of day and day of the week an advertiser would like campaigns to run (ad scheduling), and what age and gender they'd like to reach (demographic). Advertisers will be able to vary their bids for different segments in order to increase their ability to reach the desired audience.

Much of this technology was developed through Yahoo's BlueLithium division, which was acquired by Yahoo in September 2007.

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.