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Yahoo To Unveil New Targeting Techniques

Yahoo today is expected to unveil new targeting tools that use search and behavioral data to target graphical ads across its sites, The Wall Street Journal reported yesterday. The Web giant is also working on improving the targeting capabilities of its search ads by allowing advertisers to buy text ads that are targeted to users during certain times of the day or based on factors such as age and gender.

Other companies offer similar services, but Yahoo has the ability to deploy these targeting techniques across its user base of hundreds of millions of monthly uniques. "Targeting a site with a couple hundred thousand users...I don't call that targeting. I call that wasted effort," said Joanne Bradford, Yahoo's senior vice president of U.S. revenue and market development. "Size does matter."

Bradford and Michael Walrath, a senior vice president at Yahoo, will discuss the new features during a keynote address at a conference in Orlando, Florida, on Tuesday where they will tell marketers to stop thinking about search and display advertising as separate products and urge them to use Yahoo's new tools.

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