Dive Brief:
- Yahoo has launched a new line of native ads that are mobile-first and feature rich graphic capabilities.
- According to Yahoo, over half of all monthly visitors are accessing Yahoo properties through mobile and the new mobile-first native ads will cater to them.
- The ads can be purchased through Yahoo's Gemini marketplace that launched in February.
Dive Insight:
Yahoo has been consistently under pressure to deliver an ad product that performs. Mobile has been a top priority for the firm, but this is the biggest step toward offering a viable mobile ad product that we have seen. It also combines mobile with native, a move that could work in Yahoo's favor if the ads are delivered and designed correctly.
