Yahoo announces new ad products

Yahoo has announced its new, unified suite of digital advertising products for premium and audience-focused display, and native and search advertising.

A whole range of new products were announced yesterday at this year’s Consumer Electronics Show in Las Vegas after Yahoo’s share of worldwide digital ad revenues dropped from 3.4% in 2012 to 2.9% in 2013.

Accessible through a new buying platform, the new products are supported by Yahoo’s data and analytical tools, giving insights into the daily digital habits of more than 800 million people worldwide.

Yahoo Stream Ads and Yahoo Image Ads offer native ads that are “organic and as engaging as the stories around them”, while Yahoo’s Audience Ads aim to provide a better way to buy ads targeted to specific audiences.

The corporation explained in a blog post that advertisers will have access to a “comprehensive set of audience data, combining Yahoo data with advertiser data and third-party data, all usable on an extended pool of high-quality inventory.”

The new native and display ads are available to large and small advertisers through Yahoo Ad Manager.

Yahoo has also announced that Tumblr Sponsored Posts will be powered by its advertising, offering “enhanced targeting, improved optimisation and a new way to buy”.

Additionally, Tumblr is set to introduce a cost per engagement pricing model, which means that advertisers are only charged for active engagements with their content.

MediaTel is hosting a CES debrief at the end of this month. For more information, see our events page.