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Can Yahoo Make Display Ads Work More Like Search?

Posted by: Rob Hof on July 2, 2007

With SmartAds, Yahoo is tapping into user behavior to help advertisers target ads in a more personalized way. I’m skeptical whether consumers will ever, as Todd Teresi, Yahoo’s senior vice-president of display marketplaces, puts it, “view advertising to be as relevant as the content they’re looking at.” But as the Reuters story describes it, Yahoo could start to turn the tide of search ads that has catapulted Google far into the online advertising lead:

SmartAds takes such targeting methods a step further, allowing advertising agencies to create a template for ads with several variables, then compile those elements on the spot to suit a specific reader.

For example, a Web user who has shown an interest in certain car models and who logged on from a computer in Los Angeles could receive an ad for that vehicle that combines information on their nearest dealership and a real-time feed of inventory levels, Teresi said.

Teresi told MediaPost that tests showed two to three times the click-through rate on these ads. That’s the kind of boost Yahoo sorely needs in its comeback bid.

Reader Comments

Rex Belleville

July 5, 2007 5:42 PM

Patent number: 7028072
Filing date: Jul 14, 2000
Issue date: Apr 11, 2006
Inventors: Scott A. Kliger, Thomas M. Middleton, III, Gregory T. White
Assignee: Unicast Communications Corporation

A method and apparatus providing for the construction of customized advertisement banners for Web pages on a client computer. The advertisement banners are customized based upon various factors including user profile information, technographic information, geographic information, demographic information and user interaction information. The information being either stored on the user's computer, server computers or obtained from the user's interaction with the Web page containing the advertisement banner. Once specific information is obtained, customized advertisement content is selected from Web server computers and the advertisement banner is dynamically constructed and displayed on the user's computer.

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Bloomberg Businessweek writers Peter Burrows, Cliff Edwards, Olga Kharif, Aaron Ricadela, and Douglas MacMillan, dig behind the headlines to analyze what’s really happening throughout the world of technology. Tech Beat covers everything from tech bellwethers like Apple, Google, and Intel and emerging new leaders such as Facebook to new technologies, trends, and controversies.



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