Dive Brief:
- Yahoo Gemini, the Internet giant's search and native ad marketplace, now allows users to retarget through site visitors and app users.
- New measurement tools include tracking online ads to offline sales as well as audience verification via comScore or Nielsen.
- The new tools come following a presentation from Yahoo CEO Marissa Mayer during the IAB conference where she proposed that better ads, and particularly native ads, might help alleviate the ad blocking issue facing the digital marketplace.
Dive Insight:
Yahoo Gemini, its proprietary marketplace for search and native advertising across devices, rolled out some new features for users with retargeting options and new measurement tools.
"High-quality targeting data is a critical component of efficient mobile marketing,” Tom Cummings, director, account management at Fiksu, said in a statement, “Fiksu clients that participated in the Gemini custom audience pilot were able to put both their first-party data and our Fiksu Personas to work building effective audience segments. We're pleased Yahoo is offering custom audience targeting and will continue to incorporate it into future campaigns."
In the same statement, a Yahoo spokesperson said Gemini ads “already appear alongside premium content, search results and mobile experiences, reaching up to 1B global users, including 600M monthly mobile users, across Yahoo and Tumblr web, mobile, apps our syndication network … But advertisers are always looking for even greater reach. Yahoo Gemini now offers nearly three times more click volume within its search ad marketplace (based on growth between April and August of this year), which is evenly split between desktop and mobile devices.”
Advertisers can select which data vendor they want to work with from among those with whom Yahoo has teamed up, including Acxiom, Epsilon, Experian Marketing Services, Oracle’s Datalogix and Nielsen Catalina Solutions.
