Yahoo is going to revamp its search advertising platform. Yahoo has released new search ad APIs to support the new platform.


Yahoo is going to revamp its search advertising platform. Yahoo has released new search ad APIs to support the new platform.

The new platform will enable marketers to launch search ad campaigns faster across Yahoo’s distribution platforms. The new platform also aims at providing better ROI for the marketers.

Yahoo plans to launch the application in three phases:

Phase 1: Building the core data platform and technologies.

Phase 2: Making the new campaign management application and initial features accessible to advertisers.

Phase 3: Implementing a quality-based ranking model.

The first phase, building the core data platform and technologies, is near completion.

Steve Mitgang, senior vice president of advertising platforms and products at Yahoo, said: “We’ve designed our new platform to allow advertisers to reach Yahoo!’s audience through search as well as take advantage of advertising opportunities across all of our unique marketplaces, communications and social media assets.

Yahoo!’s new technologies and features should encourage more participation in search advertising by making it easier for marketers to understand the performance of their campaigns and experiment more frequently with the medium.” [Source]

Features of the application include:

“¢ Intuitive Control Panel
“¢ Enhanced Geographic Targeting
“¢ Ad Testing
“¢ Visible Quality Index
“¢ Share of Clicks Forecasting
“¢ Goal-Based Optimization and
“¢ Assists

For more information on Yahoo’s new search advertising platform, click here.

 

 

 

 


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