Yahoo Embraces Retargeting, Rebrands Ad Network
ADOTAS – Yahoo claims it invented site retargeting, in which advertisers can reach out to site visitors who departed without converting through custom display ads, but it took the acquisition of Dapper, a company at the forefront of dynamic creative, to spread that product across the Yahoo Ad Network — oh, I’m sorry, it’s been rebranded as Yahoo Network Plus.
Yahoo’s previous retargeting solution, enhanced retargeting, didn’t have nearly the muscle or reach of the new personalized retargeting product, available on a CPA or CPC basis. Dapper’s impressive dynamic creative technology really seals the deal though — Yahoo boasted that a travel client saw a 94% increase in revenue and 104% increase in conversion rate from a campaign.
The retargeting solution has been fully integrated into Yahoo Network Plus, which has been rebranded draw more attention to Yahoo’s available impressions beyond its owned and operated properties. Yahoo Network Plus includes well-known owned sites such as News and Finance as well many sites from the comScore top 250 list for 196 billion monthly page views and 183 million uniques.
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