Yahoo! SmartAds combines Yahoo's demographic, geographic and behavioral-targeting capabilities with a new patent-pending creative ad assembly platform that allows the company's ad system to create customized ads in real time. Yahoo will get different backgrounds, logos and other features from the creative agencies that can be reconfigured with ad copy based on who is seeing the ad and what they are interested in.
The company is launching ads with two major airline companies as well as some travel aggregators, none of which wanted to be identified, Paez said.
The ads will appear on Yahoo's network of owned and operated sites and eventually will be expanded to the newspapers Yahoo has partnered with, as well as Yahoo partners Comcast and eBay. Once Yahoo's purchase of online ad provider Right Media is completed, the companies will work to display the SmartAds on sites on Right Media's advertising network. Yahoo has agreed to pay $680 million for Right Media.
The company is launching ads with two major airline companies as well as some travel aggregators, none of which wanted to be identified, Paez said.
The ads will appear on Yahoo's network of owned and operated sites and eventually will be expanded to the newspapers Yahoo has partnered with, as well as Yahoo partners Comcast and eBay. Once Yahoo's purchase of online ad provider Right Media is completed, the companies will work to display the SmartAds on sites on Right Media's advertising network. Yahoo has agreed to pay $680 million for Right Media.
