Yahoo Wisens Up With SmartAds
Keeping up with the competition, Yahoo is expanding their already established SmartAds. The behavioral targeting SmartAds allows display ads to adjust depending on the information known about the user. Ad will shift colors, images and even messages to target the user.
These ads were first tested on Yahoo Travel and performed a reported two to three times better than regular display ads. This expansion is expected to add to display advertising on partnering sites and will utilize the tools obtained with the acquisition of Right Media.
Behavioral targeting has been a controversial issue as of late. Many companies are implementing behavioral targeting services in their ad servers; however issues of privacy have been addressed with each of these ventures. How much do advertisers really need to know about a user and how protected is that information? Many advertisers see this innovation as a positive step forward to being more efficient and helpful to the consumer.
Behavioral targeting will also be a new and defining feature of web 3.0, also known as the Semantic Web.
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