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This article was published on February 20, 2014

Yahoo makes it easier for advertisers with a unified marketplace for mobile search and native ads

Yahoo makes it easier for advertisers with a unified marketplace for mobile search and native ads
Kaylene Hong
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Kaylene Hong

Kaylene Hong was Asia Reporter for The Next Web between 2013 and 2014, based in Singapore. She is bilingual in English and Mandarin. Stay in Kaylene Hong was Asia Reporter for The Next Web between 2013 and 2014, based in Singapore. She is bilingual in English and Mandarin. Stay in touch via Twitter or Google+.

YahooYahoo has introduced a unified marketplace for advertisers to deal with mobile search and native advertising in the same place, as it seeks to boost its revenue stream. Native advertising is basically sponsored content — the ads may be clearly marked, but they look and act like other stories on a page.

The marketplace, Yahoo Gemini, will let advertisers buy, manage and optimize their mobile search and native ad spend on a single platform. It is available through Yahoo’s existing self-service buying platform, Yahoo Ad Manager.

Yahoo has been brushing up on its ad offerings to simplify the buying process and in turn, appeal to advertisers. Last month, Yahoo launched a unified advertising solution to make 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 Yahoo said its business customers would find “friendlier”.

Introducing Yahoo Gemini [Blog Post]

Image via Graham Hills/Flickr