Yahoo Reveals Updated Ad Tools and Content Services
In the effort to reclaim lost digital advertising revenues from the likes of Google and Facebook, Yahoo has stepped up its game by creating a new suit of ad tools that allow brands to target their ads more easily.
Yahoo Chief Executive, Marissa Mayer, announced the ad updates yesterday evening during the company's CES keynote speech as a simpler way for advertisers to manage campaigns across its portfolio of products.
The new ad initiatives include enhanced tools, mobile products and digital magazine brands. Furthermore, the web portal has revamped its ad tools under a single brand, titled Yahoo Advertising, to provide improved measurability from display advertising and native content.
For example, the Yahoo Audience Ads tool promises "optimised data-driven ad buying with enhanced analytics" that combines Yahoo, brand and third-party data. Additionally, Yahoo's streamlined Ad Manager now offers marketers a more simplified process when creating and managing larger display campaigns.
In the first quarter of this year, Yahoo will also be introducing their Ad Exchange tool, which is described as an update of its previous Right Media Exchange, "with higher quality marketplace and an enhanced platform featuring payment clearing, advanced inventory and demand controls, and flexible private marketplaces".