Yahoo partnership extends SmartAd creative to mobile marketing

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Sunnyvale, Calif.—Yahoo has announced third-party partnerships to customize mobile advertising experiences in real time.

As part of a new partner program with display advertising companies Teracent Corp. and Tumri, the Yahoo SmartAds program—which allows advertisers to customize ad creative depending on the computer user’s preferences, behavior or location—will offer to mobile advertisers such additional factors as time of day and specialty attributes like local weather to tailor messages to users via their mobile devices.

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