Yahoo Ads Launch Multi-Retailer Add-To-Cart, Ecommerce Analytics

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.

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