Yahoo!'s ad sales chief says that enhanced behavioral targeting has become the massive Web portal's new focus. The company aims to boost the effectiveness of its ads by targeting users based on their
surfing behavior on Yahoo!'s Web pages. While it does not sell personally identifiable information to advertisers, Yahoo! does capture user behaviors such as search queries or ads clicked on, so that
advertisers can better match their ads to the consumers most suited for them. Yahoo! already targets by demographic and geographic information, charging advertisers a premium for the customized
behavior segments.
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