Yahoo Adds Targeting to Search and Content Ads

Yahoo has added some new features to its Sponsored Search and Content Match ads, including demographic targeting, ZIP-level geotargeting, and dayparting/ad scheduling.

As Carrie Hill wrote in her Small Business Marketing column today, demographic targeting is already available from Google and Microsoft, but it is a welcome addition to Yahoo’s search ad platform and content network. Audiences can be targeted by age and gender, with a separate bid set for those desired groups.

Dayparting allows advertisers to schedule ads to appear by time of day or day of week. ZIP code-level geotargeting, which has been in beta since October, allows advertisers to select a ZIP code to target, or use Yahoo’s dynamic mapping feature to select individual ZIP codes and ZIP codes surrounding them.

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