Yahoo has partnered with global ecommerce
platform MikMak to offer add-to-cart functionality and e-commerce analytics for campaigns running across Yahoo native ads and display inventory.
Yahoo says the integration
allows advertisers to offer consumers multi-retailer checkout functionality from ads, and use metrics such as add-to-cart rate, retailer sales, product interest, category benchmarks through MikMak
Insights to analyze campaigns’ activity and effectiveness across major online retailers.
CPGs can also capture first-party consumer demographic, psychographic, and behavioral data for target
audience expansion and campaign optimization.
As part of its expansion in the ecommerce space, Yahoo recently launched a partnership with Shopify that lets businesses reach
consumers with transactional functionality through Yahoo Finance, TechCrunch, AOL and other platforms.