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Yahoo! Inc. is a leading global Internet brand and one of the most trafficked Internet destinations worldwide. Now, Yahoo has made a smart move by launching a behavior-based innovative platform for its highly targeted audience to deliver tailored display ads and it has named it as Yahoo SmartAds! The launch took place on Monday 2nd July!

Yahoo SmartAds combines Yahoo’s leading consumer insights and rich media capabilities with new Ad serving technology that automatically converts marketers’ creative campaign elements and targeted offerings into highly-customized and relevant display ads delivering ads according to the Web surfer’s age, gender, location and online activities.

It could be said that the Yahoo’s launch of SmartAds is a belated response to Google’s mega-successful Adsense. And it is, at the very least, unquestionably influenced by Google’s entry into the field. But the commendable thing is, Yahoo have not copied and renamed it as such but has actually attempt to bring something into conversation.

Yahoo’s behavior-based SmartAds is a product that epitomizes the blending of brand and direct response advertising. And Yahoo is seeking a patent on the technology behind SmartAds. The new Yahoo! system demonstrates one of the benefits of building content based community with so many personalized features that a user wants to log in.

Yahoo! SmartAds is powered by Yahoo’s leading behavioral, demographic and geographic targeting capabilities and aim to connect users with what they are looking for based on their distinctive, expressed interests. This provides a relevant experience to the user and allows the marketer to reach a user who is likely to become a customer.

Yahoo’s SmartAds will run on both Yahoo and its publisher network sites!

With Yahoo! SmartAds, Advertisers and agencies can design a single set of creative components and provide Yahoo with the artwork and a feed to their database of offers. Yahoo’s technology can generate hundreds of unique ad combinations based on those components.

The platform is initially available to travel industry advertisers (two major airline companies in US) on Yahoo-owned-and-operated properties. The portal plans to expand to additional vertical industries like automotive and retailers over the coming months and, in the future, deliver Smart Ads on its broader network of sites.

Yahoo is in transition, struggling to reverse a slowdown in revenue growth and a stock price slide after losing the search and search advertising race with Google. The move gives Yahoo, already the leader in online display advertising, an added edge over competitors and could eventually help offset slowing growth in display advertising.

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