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Monday, July 02, 2007

Yahoo Ads Get Smart

Yahoo is adding a behavioral tracking component to its ad network, hoping to increase the value for advertising and relevancy for consumers.

SmartAds will customize ads based on user searches, so if advertisers prepare creatives to respond to searches for cities or activities, SmartAds will bundle the proper ad on the fly, according to MediaPost.

This should greatly increase the relevancy of ads while simultaneously creeping some users out since their ads will be in response to recent queries or pages viewed. Behavioral targeting will be more effective than target marketing that bases ads on general demographic data, but it will take some time before advertisers and consumers get comfortable with the idea. Next year is likely to be THE year that behavioral marketing generates significant buzz and the biggest players get on board.

By John Gartner at 01:48 PM | Comments (0)

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