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BtoB

Yahoo introduces tools for better online ad targeting

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Sunnyvale, Calif.—Yahoo has launched three new targeting products designed to help marketers deliver more relevant display ads tied to user search behavior.

Among the new tools, Search Retargeting allows marketers to present display ads to users who have searched for relevant terms within Yahoo’s search engine.

Enhanced Retargeting allows advertisers to deliver ads customized to users’ visited Web sites and Web site activity.

Enhanced Targeting enables marketers to buy text ads next to search results scheduled during certain times of the day, as well as based on a viewer’s age and gender.

In making the announcement, Yahoo cited a trial of the Enhanced Retargeting service in which an online travel company using the tool experienced a 230% increase in bookings and a 651% increase in click-through rate, compared with its traditional online campaigns.

—Christopher Hosford

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