Yandex Atom customizes content based on search history

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Moscow—Russian Internet and search engine company Yandex, continuing to build out its personalized marketing capabilities, has launched a technology that can push customized content to users based on their search history. The technology, called Atom, provides an API to marketers that accesses data derived from the Yandex search engine. Personalized offers or content then can be served to users based on topics they searched for in the past. Yandex said in a statement that the new service does not compromise user privacy, but did not disclose how users could disable the technology. Last month Yandex rolled out a targeting tool that shows banner ads to Web users based on the similarity of their online behavior to others.
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