Yahoo Launches Behavioural Ad Targeting
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We had mentioned before that Yahoo was to roll out its own behavioural advertising platform and it has done so now. The behavioral targetting of ads by Yahoo have been around since the year 2000 but it was recently in year 2006 when the same was upgraded with better technology in the US.
Komli was one of the first few companies that introduced behavioral targetted ads for its ad network. At that time we had blogged on 5 reasons why we felt behavioural targetting may not work in India.
Its said that behavioral targeting may also raise some privacy concerns as it means users actions taken on the websites are being tracked and shared with advertisers. On this privacy issue Prashanth Mehta, vice-president, monetisation, Yahoo! Emerging Markets had this to say “We have 500 million users globally on Yahoo! and we follow strict privacy policies. With Yahoo! Behavioural Targeting, we will ensure that we are meeting local policies on user privacy”
According to Mehta they have launched behavioral targeting because they believe that the market is ready for it. The four activities which will track the activities of users through Yahoo Behavioral Advertising is words or phrases that they have searched for, sites they have visited or content they have viewed, search or banner ads they have clicked on and microsites they have visited.
Based on the above metrics an advertisers will be able to gauge the intent of the visitor and there by optimize his ads inorder to cater to the visitors needs. It remains to be seen how effective behavioral targeting ends up being given the different reasons we gave in an earlier post. On the whole it may just be another tool to lure advertisers to online advertising and may be used by ad networks to pitch a higher ROI.
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