In addition to announcing the acquisition of Aviate, the launch of Yahoo News Digest, Yahoo Tech and Yahoo Food, and a new Smart TV platform, Yahoo announced a complete revamp of Yahoo Advertising at CES in Las Vegas.
Under the new platform, Tumblr sponsored posts are powered by Yahoo advertising. We knew Tumblr would be getting more ads when Yahoo acquired it, but now we get a better picture of what Yahoo had in mind.
Also new are Yahoo Audience ads (obviously for targeting specific audiences), the Yahoo Ad Manager and Ad Manager Plus (Yahoo's new buying platform) and the Yahoo Ad Exchange, a global ad marketplace.
"The online advertising world today is fragmented, difficult to navigate, and not always customer-friendly," Yahoo says in its official announcement. "For advertisers to get the reach, targeting, and ad effectiveness they want, they have to work with multiple publishers, ad networks and exchanges, demand-side platforms, and analytics vendors, among others. And still, advertisers are left with limited ability to measure and optimize the performance of their campaigns."
"We think there is a better way," the company continues. "The new Yahoo Advertising includes a comprehensive suite of web, mobile, and video ad products across native, audience, and premium display, which are accessible through a new buying platform. These products are supported by Yahoo’s data and analytical tools, with insights into the daily digital habits of more than 800 million people worldwide."
Tumblr Sponsored Posts join Yahoo Stream Ads and Yahoo Image Ads in the company's native ad offerings.
Yahoo Audience Ads are an expansion of what used to be known as Genome, and provide enhanced analytics and give the advertiser Yahoo and third-party data for their ad buying. The ads serve as a complement to Yahoo Premium Ads.
Yahoo Ad Manager gives advertisers access to Yahoo Stream Ads, Yahoo Image Ads and Tumblr Sponsored Posts from one place.
The ad exchange will launch sometime this quarter.
You can watch CEO Marissa Mayer's entire hour-long keynote here.