Yahoo! Debuts Behavioral Targeting Tools

Internet services giant Yahoo! has launched three targeting tools to help marketers deliver ads based on consumers' online behaviour or characteristics.

Search Retargeting for display advertising allows advertisers to capture user interest from search items, and retarget the user with display ads through the Yahoo! network.

The Enhanced Retargeting tool allows advertisers to deliver dynamically generated ads across the Yahoo! network based on user activity on an advertiser's site.

Through its Enhanced Targeting capabilities for more focused audience segmentation, Yahoo! offers to extend an advertiser's control over where and when an ad is shown, and the option to target it at specific age groups or the gender they want to reach.

'As the economy continues to put pressure on advertising budgets, marketers are looking for increased accountability for every dollar they spend,' said Michael Walrath, SVP of Yahoo's advertising marketplaces group. 'Our new targeting products significantly improve the ability for advertisers to reach their target audience, providing increased efficiency and accountability.'

Headquartered in Sunnyvale, California, Yahoo! attracts around 1.5 billion visitors annually. Web site: www.yahoo.com .

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