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Yahoo's Mobile-First Approach to Native Ads

Posted on 5.12.2014

Yahoo is accelerating its efforts related to mobile and all things advertising with the release of a new, image rich, mobile-first native ad format.

The new native advertising format, which Yahoo indicated will "seamlessly" integrate with surrounding content (but will feature a "sponsored" designation) will be available through Yahoo Gemini (its marketplace for dealing exclusively with mobile search and native ads).

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According to Yahoo's post on Tumblr, the ads will soon begin appearing in users' personalized content streams, as well as on article pages and image galleries on both its mobile and desktop products. With more than half of Yahoo's MAUs (monthly active users) visiting through a mobile device, the release of the ad format certainly makes sense.

"When advertising is a seamless part of the stories, photos and videos around it, it enhances the way people discover and share, while increasing engagement, recall, intent and favorability for advertisers." said Yahoo's Head of the America's Ned Brody. "We’re excited to move toward a new mobile experience that brings together engaging content and even richer advertising.


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