Yahoo on Tuesday set out to increase its appeal to advertisers by rolling out tools that better match online ads with what people are searching for on the Internet. The improved ad-targeting software comes as newly-installed Yahoo! chief executive Carol Bartz sets out to revive the struggling Internet pioneer's fortunes.
After taking Yahoo!'s helm in January, Bartz vowed to streamline decision-making and improve efficiency at the California-firm. Silicon Valley insiders expect Bartz to shake-up Yahoo! soon with a major reorganisation of management and resources.
Yahoo! has been bleeding talent since last year when it became the object of a prolonged, failed courtship by Microsoft, which offered to buy the firm for 47.5 billion dollars. "Retargeting" tools unveiled Tuesday let advertisers more effectively tailor advertisements to terms users enter into Yahoo! searches. Yahoo! senior vice president of advertising marketplaces group Michael Walrath said the tools "significantly improve the ability for search and display advertisers to reach their target audience, providing increased efficiency and accountability."
An 'Enhanced Retargeting" feature is capable of generating personalised ads in certain cases. For example, someone, searching on the Yahoo! Network for flights, could be enticed with special deals based on the cities they are travelling between. Yahoo! expects to start next month giving advertisers more control over days or times ads are scheduled and letting them target audiences demographically.
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