free html hit counter Yahoo's "Creative Assembly Platform" | John Battelle's Search Blog

Yahoo's "Creative Assembly Platform"

By - July 02, 2007

SEL does a nice job summarizing what’s “smart” in Yahoo’s new SmartAds.

Yahoo is introducing new SmartAds that deliver display ads to people across the web based on their demographic and geographic profiles, plus search and web browsing behaviors. These ads represent the future of graphical advertising at Yahoo, according to Gaude Lydia Paez, director of corporate communications at Yahoo.

…The really new thing about SmartAds is the “creative assembly platform,” for which Yahoo has applied for a patent. The idea, according to Paez, is to take “templates” of advertiser-generated creative (e.g., copy, logos, graphics) and assemble those elements dynamically depending on the targeting opportunity. An 18-year-old woman in New England looking for hybrid vehicles, for example, might see a different ad from the same marketer than a 50-year-old male in Texas.

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3 thoughts on “Yahoo's "Creative Assembly Platform"

  1. Pet Tempates says:

    Yahoo SmartAds sounds like it might a great idea. I think the idea of ads for your local area would be excellent. It would help local business and the avarage web person seeking items from browing the web. There have been times I followed an ad and then discovered it was in a different area from me and was a disappointed. Thanks for the infomation. I will be watching to see more about Yahoo SmartAds.
    Debbie
    http://www.pet-templates.com

  2. Pet Tempates says:

    Yahoo SmartAds sounds like it might a great idea. I think the inspiration of ads for your local area would be excellent. It would help local business and the avarage web person seeking items from browsing the web. There have been times I followed an ad and then discovered it was in a different area from me and I was disappointed. Thanks for the infomation. I will be watching to see more about Yahoo SmartAds.
    Debbie
    http://www.pet-templates.com

  3. Naveed Anwar says:

    Thanks for bringing this to my attention, I have had the previllage to work with Mike Hommer at Netscape when I started there in 1996. Though he left Netscape after the merger with AOL, his vision on My Netscape and personalization products and the portal still goes on. My well wishes with him and his family.

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