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Yahoo! on the March With Targeted Adverts

Posted on 2.23.2009

Yahoo! will soon unveil a set of tools designed to help advertisers better target their online audiences.

The new services will include the ability to target graphical advertisements to users searching for particular terms in Yahoo!'s search engine index and customizing the offers in ads based on which websites a consumer has visited and what they have done on those sites in previous sessions.

Advertisers can also combine Yahoo!'s standard behavioral ad tools with data drawn from advertiser sites for highly-customized ad "retargeting". In an example shared by Yahoo!, people viewing a specific flight offer on an airline website can later be served an ad offer for the same flight when they return to pages on the Yahoo! network.

Another service that is expected to go live next month will allow marketers to buy text advertisements next to search results that are targeted to users during a certain time of day or based on demographic factors like their age and gender. Advertisers will also be able to modify bids for different audience segments.

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