Yahoo To Offer Dayparting, Demographic Targeting & Display Ads Based On Searches

Barry Schwartz on
  • Categories: Channel: SEM, Yahoo: Search Ads
  • Yahoo to Offer Tools To Match Users, Ads from the Wall Street Journal reports Yahoo is set to launch new ad features and tools today. What is expected to launch today is the ability for advertisers to show graphic ads to users based on their previous search history. Plus, Yahoo will allow those graphic ads to also be targeted based on what other web sites that user visited and their actions on those web sites.

    In addition, Yahoo plans to launch day parting and demographic targeting for their search ads in the next month. Many search engines already offer dayparting and demographic targeting, but Yahoo said they have an advantage on the targeting front, being able to use data from their user base of hundreds of millions of monthly visitors.

    This news comes amongst a lot of concern and instability at Yahoo. The new CEO, Bartz, is expected to announce a restructuring plan that may reduce a lot of the top level executives.

    More coverage on the Yahoo ad news at Techmeme.

    Postscript: Yahoo has posted a press release with further confirmed details:

    The new products include:

    • Search Retargeting, which gives advertisers the ability to target display advertising based on user search activities;
    • Enhanced Retargeting, which allows advertisers to deliver dynamically generated display ads across the Yahoo! network based on user activity on an advertiser’s site; and
    • Enhanced Targeting capabilities for search advertising, including ad scheduling and demographic targeting within search.

    About The Author

    Barry Schwartz
    Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on SEM topics.