Yahoo Expands 'Recommended' Content Ads To Other Publishers

Chris CrumAdvertising

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Last year, Yahoo started showing native ads in the form of a "recommended" articles box to users on its own properties. Visitors see several articles in a row with one actual ad, which is marked as sponsored, but is otherwise designed to look like the articles accompanying it.

As AdAge first reported, Yahoo is now offering to place such boxes on other publishers' sites, and a few already have them implemented. These include VOX Media's SB Nation and CBS Interactive's GameSpot and TV Guide. Here's a look at one from the TV Guide site:

It's a pretty standard format these days. You already see similar offerings from other providers like Taboola, Outbrain, and others all around the web. Yahoo, which has recently seen declines in its display revenue, is trying to inject some new life into that part of its business.

The boxes are personalized for users. When I see it the box, it says "Powered by Yahoo for Chris." There's also a "learn more" link, which takes you to a box that says:

This content was recommended to your by Yahoo's content personalization technology. We hope you enjoy the content that we recommend. View our privacy policy. Contact us to add Yahoo recommends to your site. Advertise to Yahoo users.

If you click the little icon next to the word "sponsored" you're taken to a "Why this Ad?" page. That says:

The Web sites you visit work with online advertising companies to provide you with advertising that is as relevant and useful as possible. Personalization may be informed by the content of the Web page you're visiting; registration information you’ve provided; historical searches or predictions about your interests generated from websites you visit.

Users are also given options to manage their interest-based advertising categories and "explore" browser controls and plug-in tools to set and maintain privacy options.

Image via TV Guide

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.