Yahoo overhauls advertising model to leverage ‘data insights’

Tech giant Yahoo has announced a large scale overhaul of its advertising model, creating a unified conduit to allow advertisers to target audiences across multiple digital platforms.

It says the overhaul will allow advertisers to use “data insights”

The data “insights” are supplied by Yahoo, advertisers, and unnamed third parties.

Yahoo also announced a new buying platform, and that Tumblr Sponsored Posts are now powered by Yahoo Advertising.

“The ads are a more natural, seamless part of the reader’s experience, leading to higher impact for advertisers,” Yahoo said in a statement.

It also announced the introduction of an upgrade to its Genome ad buying service, which it said was a better way to buy ads targeted to specific audiences.

“Advertisers have access to a comprehensive set of audience data, combining Yahoo data with advertiser data and third-party data, all usable on an extended pool of high-quality inventory,” it said.

Its new Ad Manager programme allows advertisers get ads online “in a matter of minutes, with insights and analytics built in.”

“These new Yahoo Advertising products offer brands and advertisers the most comprehensive ways in the market to accurately target campaigns, utilize data and insights from Yahoo, advertisers, and third parties,” Yahoo said.

Steven Raeburn

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