Late last year, Yahoo
purchased ad targeting and optimization software provider Interclick with hopes
to improve its advertisement targeting capabilities. Yesterday, the company announced
that it was finally starting to put the platform to use.
That announcement was the Genome platform, an online
advertising solution that will combine Yahoo user data with third-party data
from Interclick and first-party data from advertisers, plus a premium media
footprint that allows marketers to access Yahoo’s inventory of guaranteed and
non-guaranteed premium ads; all of this is designed to give marketers a complete,
custom audience solution.
The new advertising solution ties together technology, data,
analytics and media from Yahoo and Interclick, utilizing Yahoo’s premium media
and vast collection of user data in conjunction with Interclick’s unified
technology stack, third-party data partnerships and audience and analytics expertise.
Genome will leverage data to improve an advertisers return
on investment (ROI), provide actionable insights relevant to campaign
objectives and meet industry challenges, including data proliferation,
technology fragmentation and outdated planning and buying techniques. Marketers
will be able to easily organize and navigate the data ecosystem to build brand
value and increase conversions and revenue.
Yahoo is presenting Genome as the culmination of its display
ad agreement with Microsoft and AOL, as well as its purchase of Interclick, to
offer an audience buying solution with best-in-class targeting and
The company anticipates that Genome will be available in