Yahoo Announces Overhaul of Ad-Tech Offerings

Molly Soat
Marketing News Exclusives
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Key Takeaways
  • Yahoo's changes include display, native and search advertising revamps: Right Media, its ad exchange platform acquired in 2005, will be rebranded as Yahoo Ad Exchange, and its audience-targeting platform, formerly called Genome, will become Yahoo Audience Ads. 
  • The new Yahoo Audience Ads product enhances and extends the capabilities of Genome, with the added scale of programmatic buying.
  • In the crowded, competitive landscape of ad publishers and programmatic buying platforms, Yahoo’s biggest adv​antage as an advertising partner is its depth and breadth of consumer data.

Last week, Sunnyvale, Calif.-based Yahoo Inc. announced that it’s shoring up its digital advertising offerings in an attempt to stay relevant in the increasingly cutthroat programmatic buying and ad-targeting space—and to keep pace with competitors like Google.

Yahoo CEO Marissa Mayer laid out some of the changes to the company’s suite of advertising technologies during last week’s Consumer Electronics Show (CES) in Las Vegas. The changes include display, native and search advertising revamps: Right Media, its ad exchange platform acquired in 2005, will be rebranded as Yahoo Ad Exchange, and its audience-targeting platform, formerly called Genome, will become Yahoo Audience Ads. Yahoo’s newest product is an automated ad-buying tool called Yahoo Ad Manager that works in concert with all of Yahoo’s ad products.

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Author Bio:

Molly Soat
​Molly Soat is a staff writer for Marketing News and Marketing News Exclusives. E-mail her at msoat@ama.org.