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Latest Yahoo Tech Offers More Targeted Display Ads

Yahoo announced a new ad delivery platform it says will help marketers better match consumers with the goods and services they're most interested in. The Internet giant said its patent-pending Yahoo SmartAds is powered by leading behavioral, demographic and geographic targeting capabilities.

For example, if a user is browsing for hybrid cars in Yahoo Autos and has selected San Francisco as their default location in Yahoo Weather, Yahoo's SmartAds platform can assemble and deliver a display ad in real time that showcases a hybrid vehicle from a major auto brand, as well as local dealer information and current lease rates.

Yahoo  said this provides a relevant experience to the user and allows the marketer to reach a user who is more likely to become a customer.

Also, Yahoo said it would work with advertisers and agencies to make the service more useful. For example, the SmartAds platform allows advertisers and agencies to design a single set of individual creative components, provide Yahoo with that artwork and a feed to their entire database of offers, then allow Yahoo's SmartAds technology to automatically generate the hundreds - if not thousands - of unique ad combinations based on those components.

The idea is to help advertisers and agencies scale to take full advantage of all of Yahoo's audience-targeting capabilities while maintaining control over how their brand is presented.

"Yahoo!'s SmartAds gives marketers what they want from online advertising: the ability to deliver customized marketing messages to consumers, and still engage very large audiences with their brand," said Todd Teresi, Yahoo's senior vice president of display marketplaces, in a statement.

"By enabling marketers to reach consumers on a more tailored basis and helping creative agencies support those customized campaigns, we can provide an even more engaging, relevant online experience to the more than 500 million users of Yahoo branded products and services," said Teresi

Yahoo said it's taking a phased approach to the SmartAds platform, making it available first on its owned and operated properties to travel industry advertisers in the U.S. The company has plans to expand it to additional vertical industries over the coming months and, in the future, deliver SmartAds on its broader network of sites.

In testing conducted on Yahoo FareChase, the company said SmartAds generally resulted in click through rates of two to three times higher than static, non-customized display ads using the same targeting and placement.