Search Engine Panel

At last week’s annual conference of the Interactive Advertising Bureau (IAB) in Orlando, Yahoo revealed that the company will be rolling out new targeting features. These new options, which include behavioural targeting, are intended to help marketers more precisely target ads to specific audiences. It’s been awhile since Yahoo has been able to make good use of the traffic data of its properties, and this is a step in the right direction.

A press release summarizes the three new options: Search Retargeting; Enhanced Retargeting; and Enhanced Targeting.

Search Retargeting

This behavioural targeting option “gives advertisers the ability to target display advertising based on user search activities.” User search history will most likely be gathered using cookies, IPs, and/or login information from across the Yahoo network.

Enhanced Retargeting

This new feature enables advertisers to dynamically deliver generated display ads across Yahoo’s Internet properties, based on user activity on an advertiser’s site. In short, Enhanced Retargeting is the synthesis of “site retargeting” and “dynamic ad generation.”

Enhanced Targeting

To be rolled out later this month, Enhanced Targeting relates to search advertising for both Sponsored Search and Content Match programs. It includes ad scheduling (dayparting) and demographic targeting.

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