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Yahoo! launches new online ad platform

Mon, 07/02/2007 - 8:05am
Traci Patterson

Yahoo! Inc. has debuted Yahoo! SmartAds, a new advertising platform that allows marketers to customize and tailor online ads.

For example, if a consumer is browsing for hybrid cars in Yahoo! Autos, and San Francisco is the person’s default location in Yahoo! Weather, the new ad platform can display ads in real time that market a hybrid vehicle from a major auto brand, as well as a local dealership with current information and pricing, the company said.

The patent-pending platform also allows advertisers to design a single set of individual creative components; with the artwork, SmartAds will then generate hundreds of ad combinations based on the components.

Yahoo!’s rival, Google Inc., has dominated the Internet advertising space as of late. On June 18, Terry Semel stepped down from his position as Yahoo!’s CEO, and Jerry Yang was appointed to the role. Yang has overseen Yahoo!’s acquisition of Rivals.com and the company’s announcement that its Search and Display ad sales teams are combining in the U.S.

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