Yahoo! Unveils Targeting Solution

Yahoo! has announced the release of online ad solution Genome, which combines its own data and that of its interclick subsidiary with advertisers' own stats for a 'next generation' audience targeting solution.

Genome, which should be available from July this year, continues the strategy begun when Yahoo! bought interclick in December last year and struck display ad agreements with Microsoft and AOL. It combines the parent firm's premium media and user data with interclick's unified OSM technology stack, third-party data partnerships and expertise in analytics and audiences.

Yahoo! says Genome's key features include its 'expansive and diverse' multi-source data set; a premium media footprint via premium inventory from Yahoo!, AOL, and Microsoft and from comScore Top 1,000 publishers; an insights and analytics suite using predictive modeling to navigate big data and anticipate, optimize, and measure audience performance; proprietary audience data valuation technology based on OSM; and privacy features including a global opt-out, Ad Interest Manager and Do Not Track.

Rich Riley (pictured), the search giant's EVP, Americas Region, says Genome is the response to advertiser requests for a solution that 'capitalizes on Yahoo!'s vast data' and adds: 'With Genome, we can help marketers transform consumer information and insights into actionable online media executions that enable them to attain the right context and audiences.'

Yahoo! is headquartered in Sunnyvale, California. Genome's online home is at www.genomeplatform.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.