Yahoo using online
behavior to target ads from Reuters covers briefly the “new, new thing”
according to Yahoo executive vice president Greg Coleman where Yahoo banner ads
are targeted based on search behavior and other activities.
I guess it depends on how you define new. As even Coleman says, Yahoo’s had
variations on this for some time, literally years. But the latest rev of Yahoo
Impulse that he’s talking about has been running since at least June of this
year.
See Yahoo
Testing Behavior Targeting Of Ads and
Yahoo Using
Search Profile To Trigger Banner Ads Over Time for more on that, as well as
Yahoo CEO: 2005
Is For Making More Search Revenue & Better Ad Targeting Through Personal Info.
FYI, our
Targeting Search Ads By Demographics & Behavior session at Search Engine
Strategies next week will cover the Yahoo program. Yahoo couldn’t get someone
for that particular panel, but search marketer Dana Todd knows it well and will
give a “from the trenches” presentation.
MSN and AlmondNet will also be discussing the demographic and behavioral
targeting systems they have, with search marketers Danielle Leitch and Kevin Lee
providing their perspectives on such programs.