Yahoo introduced an ad marketplace Wednesday that combines native and mobile search engine advertising. The company said bringing the two together allows advertisers to buy, manage and optimize their mobile search and native ad spend in one place.
The marketplace Yahoo calls Gemini is available through its self-service buying platform, Yahoo Ad Manager. The aim is to place more natural-looking ads in the stream to complement other content. It's part of a push to support mobile ad campaigns -- something CEO Marissa Mayer has been touting since 2012.
"Mobile is the fastest-growing market segment, and we have innovated how our users communicate, consume content and search for information across multiple devices," wrote Jay Rossiter, senior vice president of Yahoo's cloud platform group, and Adam Cahan, senior vice president of mobile and emerging products in an Tumblr post. "We are equally committed to building products that simplify the buying process and improve the experience for advertisers. Yahoo Gemini is the latest way we are helping advertisers reach millions of people directly on their mobile devices with smart, integrated, multi-channel campaigns."