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Yahoo to launch big data analytics tool for advertisers

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Sunnyvale, Calif.—Yahoo Inc. is launching a new service to manage big data for advertisers. Genome, to be introduced in July, will aid marketers in organizing massive amounts of data—the kind buried in social interchanges, call center transcripts, registrations or Web behaviors—to inform ad campaigns. Genome will build on data from Yahoo's interclick behavior identification and targeting service, acquired in December, combined with data gleaned from its multiple Yahoo sites and third-party data compilers, according to the company. Also, Genome will allow marketers to access data, available via a November deal with AOL Inc. and Microsoft Corp., along with comScore Top 1,000 publishers. Genome will use predictive modeling to uncover optimal audiences via technology from the interclick acquisition, Yahoo said.
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