14 DAY TRIAL // The Sunnyvale company Yahoo might prepare the release of a devastating weapon when it comes to the fight with the rival Google: SmartAds. The name is quite relevant because this new solution is meant to represent the most innovative advertising solution ever created as it is able to display very relevant adverts depending on the users' actions. Basically, SmartAds is based on a simple principle: Yahoo receives information from the advertiser while the retailer sends details about the products. The company gathers valuable info about the users and their searchers in order to collect all the received data and show adverts depending on their queries and the location.
What Yahoo is trying to do is showing the best prices for a certain product depending on the location of the user. For example, if I'm searching in London for a certain car, the technology returns the best prices offered by the companies located in England. As the New York Times reported, the product might be rolled out today.
"Ad agencies have been really struggling with how to scale the value proposition of the Internet. We now can get scaleable one-to-one marketing," said Todd Teresi, senior vice president of display marketplaces at Yahoo, for the same source. "We're doing real-time creative assembly that leverages what we know about our audience. You can buy the entire Wall Street Journal site, and when a female shows up, we will create a different ad or when someone from New York shows up, another one."
Obviously, the recently-acquired Right Media has an important role in this new solution because it will distribute a considerable amount of adverts to all its users. Basically, some of the current Right Media customers can become a client of SmartAds for free as the company is already included in Yahoo's offerings.