Thursday, 5 June 2008

Yahoo! Talks Online Advertising Transformation

The industry is on the cusp of a renaissance in display advertising with new products, technologies and platforms paving the way to efficiently reach consumers.

However, striking the right balance between monetization and customer experience is imperative.

This was the key takeaway from Yahoo! president Sue Decker’s keynote address at the Advertising 2.0 New York conference this week.

"Yahoo! is helping to accelerate the transformation of how display advertising is both bought and sold," Decker said.

"First, we are developing the technology, products and platforms that are designed to help advertisers find the right audiences and publishers find the right advertisers. Second, we are partnering with publishers to secure and monetize inventory that advertisers and agencies find desirable. And third, we are partnering with advertisers and agencies to channel demand to the right consumer."

In her keynote, Decker spoke about the transformation taking place in the industry as well as the opportunities and solutions for advertisers, ad agencies and publishers.

She also referenced the recent announcements her company made that week, including online display and video advertising deals with Walmart.com, to develop a proprietary media trading platform with Havas Digital; the launch of Yahoo! Circular, a program for delivering personalized retail marketing to consumers; and a new milestone in the Newspaper Consortium, a partnership between Yahoo! and hundreds of local U.S. newspapers.