Yahoo announced an improved version of its Content Match program. Using the same interface, Yahoo! believes the improved system will provider for better matching and ultimately higher click-through rates.
The existing system attempts to understand what the content is on a page (semantics), but the new Content Match will show who is viewing it and where they are located. This obviously helps advertisers get their ad in front of the right customer. At the end of the day this is behavioral targeting at its finest - privacy advocates be damned. Advertisers will certainly receive more relevant clicks and increases in click-through rates - in some cases according to Yahoo! the CTR's increased "appreciably".
The new and improved Content Match gives advertisers tha bility to advertise through the Yahoo! content network for users outside a search mindset - including those engaged in email or news. The new matching technology is already running but you'll need to start a Content Match campaign to see the results.