Yahoo’s behavioral targeting platforms are called “Engagers” and “Shoppers”. These products succeeded Yahoo’s former platforms, Impulse and Fusion. This is the summary of an article written by Anna Papadopoulos, which interviews Richard Frankel, Yahoo’s senior director of product marketing, and talks about the two new platforms. You can get the PDF of the behavioral targeting article here: Yahoo’s New Behavior
Shoppers and Engagers
Frankel notes that they have used behavioral targeting for advertisers since 2000. The initial opportunities for marketers were for them to deliver ads located outside contextual placement to a relevant audience. However, during May 2006, a new platform was developed, targeting prospects at various stages of the purchasing cycle. The first product, Shoppers, allows advertisers to know which consumers are most likely to be active in the market based on their behavior. The second product, Engagers, is set for consumers who, based on their behavior, have displayed interest in a certain product.
Success of the new platform
Yahoo’s motivation to improve their behavioral targeting platform is based on their desire to look for the most inventive solutions for their users and advertisers. In fact, ever since Yahoo introduced this new platform, sizeable lifts have been observed, positive responses from advertisers have been growing, and interests towards Yahoo’s behavioral ad matching have increased. Evidently, a huge variation of advertisers utilizes behavioral targeting. You have those interested in brand building, including pharmaceuticals and automobiles. You also have those interested in direct response marketing, such as travel, telecommunications and finance. Yahoo’s platform is indeed very appealing to a wide variety of advertisers.
Dealing with challenges
However, Frankel points out that they also have challenges to deal with. One of these challenges is educating their clients about behavioral targeting, and helping them understand what it is all about. Another problem is telling these advertisers that while behavioral targeting is very effective, it works best when complemented with other advertising techniques.
Yahoo’s goals and key strengths
Yahoo’s goal is to hopefully make their clients fully embrace behavioral ad matching. With increased competition, they hope they will get more attention and awareness from marketers. Yahoo points out two key strengths that they have against other competitors: technology and scale. They continue to invest in technology to look for the best advertising technique for the right ads reaching the right user at the right time. For scale, Yahoo has the broadest and largest online audience, and they offer behavioral ad matching in a broad range of interest categories.
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Very interesting new approach in internet-based marketing, I wish i could be part of your mailing list.