Yahoo has launched a unified advertising solution that makes it more efficient for agencies and media buyers. The refreshed platform combines display and premium ads with native and search placements in a manner that its business customers will find “friendlier”.
Currently, there’s a hypothesis that in order to purchase ads for online placement, the process is rather discombobulated. Yahoo says that a customer needs to work with multiple publishers, ad networks and exchanges, platforms, and various analytic services in order to meet their needs.
With the new Yahoo Advertising, the whole process has been consolidated under one platform that provides targeting to more than 800 million monthly active users, along with the necessary analytics. Here’s some specifics about what media buyers will find starting today:
- Tumblr Sponsored Posts now powered by Yahoo Advertising
- Yahoo Audience Ads — a better way to buy ads targeted to specific audiences
- Yahoo Ad Manager and Ad Manager Plus — a new buying platform that gives advertisers direct, hands-on access to Yahoo’s advertising products
- Yahoo Ad Exchange — a new global ad marketplace that provides premium publishers with more visibility and control over advertising on their sites.
Tumblr founder David Karp made a brief appearance on stage at Yahoo’s keynote at the Consumer Electronics Show to talk about his service’s change for advertisers. As mentioned earlier, Tumblr’s Sponsored Posts are now powered by Yahoo Advertising, which gives advertisers more control about their targeting, whether it be by demographic or location. These ads will be a part of Yahoo’s Stream and Image ads which are native ads are said to be a “more natural, seamless part of the reader’s experience.”
Also introduced today was a Yahoo’s Audience Ads, which have been created as a way to deliver the appropriate message to targeted users no matter which property they’re on. Leveraging a previous service called Genome, these ads are data-driven complete with analytics. Yahoo says that advertisers will have access to a “comprehensive set of audience data” that uses their data, but third-parties as well to help make the buying process seamless.
In the end, Yahoo is hoping that its refreshed platform will allow advertisers to easily buy across mobile, Web, and video using a single platform.
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