Yahoo! launched the first leg of Smart Ads and took a big step forward in online advertising, informs Michael Mattis in "Yahoo! SmartAds for Travel".
"Yahoo's new SmartAds enable advertisers and agencies to connect with their customers through display ads in a more tailored and relevant way. This new ad product enables advertisers and agencies to market in a customized way in real-time with highly relevant, targeted ads on Yahoo! For the time being, this product is available for travel advertisers alone".
Shortly, Smart Ads will be introduced to other verticals.
In an interview with the NY Times David W. Kenny, Chairman and CEO of Digitas, a digital agency in the Publicis Groupe said, "This (Yahoo! Smart Ads) fills a need that some advertisers have needed for a while Ă˘â‚¬â€ť applying personalization to display ads, so they work like search and listing ads. Yahoo has a real advantage in SmartAds because of the data from their big and engaged audience, the combination of deep display and improving search capabilities, and the new changes to work with us at the technology level instead of just selling inventory."
This service will be available on advertisements bought on Right Media. The timing of the service's launch is just right as this could boost yahoo's business while Google and its DoubleClick acquisition is under the FTC scanner. Also, times are flush with many possible changes with their founder stepping in ex-CEO Terry Semel's shoes.
Watch this space for more updates and announcements on Yahoo SmartAds.