Yahoo! CMO touts value in targeting, integration

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New York—Targeting and integration were among the issues discussed during a keynote at the OMMA Conference and Expo Tuesday.

Yahoo! CMO Cammie Dunaway said targeting goes well beyond demographics. For example, Yahoo! runs ads that change depending on the time of day. “Targeting does not just mean demographics,” Dunaway said. “It means targeting by daypart.”

Dunaway called interactive integrated communications “the Holy Grail for CMOs today.” CMOs want to figure out ways to make it all work together, she said, suggesting online is the centerpiece.

“Online can be a great hub for integrated campaigns,” she said. “It’s not so much about share-shifting. It’s about media-meshing.”

—Carol Krol

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