Yahoo! Enables Marketers to Deliver Smarter Ads on the Web and on Mobile Phones

Thu May 21, 2009 7:00am EDT

* Reuters is not responsible for the content in this press release.

Leading Ad Technology Providers + Yahoo!`s Reach and Targeting = Greater ROI
SUNNYVALE, Calif.--(Business Wire)--
Yahoo! today announced two display advertising solutions for marketers as part
of a new partner program designed to significantly improve campaign performance
by marrying Yahoo!`s massive reach and targeting capabilities with leading
third-party advertising technologies. By bringing together Yahoo!`s knowledge
and understanding of its audience with third-party Smart Ad technologies from
Teracent and Tumri, Yahoo! believes it`s offering an open and unmatched solution
for reaching consumers with customized messages. 

Yahoo!`s new Smart Ads program will help marketers to develop Smart Ad campaigns
quickly and execute them at scale across personal computers and mobile phones in
North America. Yahoo! will consider expanding the program to international
markets in the future. 

Smart Ad campaigns use ad-optimization technology to create a near-limitless
variety of creative executions through a combination of offers, colors, images
and messaging in real time. These combinations can be finely tuned to match
customized messages with users, helping marketers to find the right ad for the
right set of users and the right time. Testing of this initiative has already
helped advertisers significantly improve campaign performance based on a variety
of metrics, including click performance, conversion and overall return on

For example, Yahoo! and Tumri worked with Hewlett-Packard to create a Smart Ad
campaign that generated more than 20,000 unique creative experiences, reaching
more than 140 million US users. This campaign documented a return on ad spend
that was more than 20 times higher than their traditional display campaigns. HP
has developed separate Smart Ad campaigns with Yahoo! and Teracent, also
producing higher results than traditional campaigns. 

"The ability to run a display advertising campaign that can match the ROI of my
search marketing spend is a potentially game-changing proposition," said
Catherine Paschkewitz, director of demand generation, HP Direct. "The Smart Ad
solution has enabled us to increase our ROI by reaching the right set of users
with the right message." 

Smart Ads Start with Insights

Because Smart Ad campaigns are most effective when developed with rich consumer
insights, Yahoo! can deliver effective campaigns that move consumers from
awareness to action. Nearly 150 million people spent more than 43 billion total
minutes on Yahoo! sites last month1, providing unmatched opportunities for
Yahoo! to work with marketers to develop effective and customized Smart Ad

"Other publishers will offer so-called smart ad campaigns, but if it`s not
running on the Yahoo! Network, it`s not as smart as it could be," said David
Zinman, vice-president and general manager, display advertising at Yahoo!.
"We`re giving marketers the opportunity to reach consumers with customized ads
on the PC and mobile Internet, and given the high performance of these campaigns
in initial testing, it`s as if we`ve put performance marketing on steroids." 

Mobile Smart Ads

Yahoo! will also soon offer Smart Ads technology to mobile advertisers through
its partnership with Teracent. As with the PC offering, advertisers will be able
to customize creative to individual users in real time. Smart Ads on mobile
phones will be especially valuable to marketers, offering additional factors
such as location, time of day, and even specialty attributes like local weather,
to tailor messages to users on the go. Yahoo! will offer mobile Smart Ad
technology at scale for marketers. 

The new program will also allow Yahoo! to expand its current Smart Ad offering
to advertisers across all categories. Yahoo plans to continue adding new Smart
Ad program partners that will be certified by Yahoo! over time. 

About Yahoo!

Yahoo! Inc. is a leading global Internet brand and one of the most trafficked
Internet destinations worldwide. Yahoo! is focused on powering its communities
of users, advertisers, publishers, and developers by creating indispensable
experiences built on trust. Yahoo! is headquartered in Sunnyvale, California.
For more information, visit 

Yahoo! has been an industry leader on privacy for over a decade. Yahoo! offers
clear and prominent privacy notices that are accessible to consumers on every
page of the Yahoo! network. In addition it provides consumers the ability to
opt-out (and remain persistently opted out) of customized advertising both on
our network and on our partner sites. This choice is offered through easy to
find links in our Privacy Center and via the Network Advertising Initiative
(NAI) website. Yahoo!`s consumer-friendly privacy policy can be accessed at where you can learn more about privacy innovations at

About Teracent Corporation

Teracent offers marketers the unique prospect of providing "intelligent display
advertising." Teracent's self-learning platform improves campaign performance
over time by leveraging aggregate data to provide advertising that is most
relevant to each individual consumer at each stage of the sales funnel. Teracent
enables agencies and brand marketers to engage customers on an individual basis
while maintaining total control and insight into their marketing investment.
Quite simply, we make your media perform better. Call us or visit to find out more. 

About Tumri

Tumri is a leading provider of dynamic display advertising solutions. Based in
Mountain View, CA, Tumri ( has developed an innovative advertising
platform that creates a highly dynamic and interactive advertising experience.
The Tumri solution - the AdPod - enables advertisers to craft highly targeted
marketing messages to consumers on-the-fly. To learn more about Tumri visit 

1 comScore MediaMetrix, US, April 2009 

Peppercom for Yahoo!
Sahana Jayaraman, 415-633-3216
Brian Nelson, 408-349-6113

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