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Michael Walrath Articles

Yahoo Launches Trio Of Tools For Advertisers

Yahoo has introduced three new tools aimed at making it easier for advertisers to target users based on their online behavior.

Yahoo’s Search Retargeting tool allows advertisers to offer display ads to users based on searches for particular keywords on Yahoo.

The company’s Enhanced Retargeting tool offers personalized display ads to users who have recently visited an advertiser’s site. Yahoo says in a recent trial, an online travel company saw a 230 percent increase in total bookings and a 651 percent increase in click-through rate using its Enhanced Retargeting tool.

Yahoo Exchanges $680 Million For Right Media

A roughly even mix of cash and stock will give Yahoo full control of online advertising exchange Right Media, following their pickup of a 20 percent stake in Right Media in October 2006.