Yahoo Opens Up Smart Ads To Third Parties

    May 21, 2009

Yahoo has introduced a new partner program for third party advertising technology companies to use its Smart Ads platform.

Yahoo and Tumri worked with Hewlett-Packard to create a Smart Ad campaign that reached more than 140 million U.S. users. The campaign resulted in a return on ad spend that was more than 20 times higher than traditional display ad campaigns. HP has developed separate Smart Ad campaigns with Yahoo and Teracent that also produced better results than traditional campaigns.

Catherine Paschkewitz
Catherine Paschkewitz

"The ability to run a display advertising campaign that can match the ROI of my search marketing spend is a potentially game-changing proposition," said Catherine Paschkewitz, director of demand generation, HP Direct.

"The Smart Ad solution has enabled us to increase our ROI by reaching the right set of users with the right message."

Yahoo said it also plans to offer its Smart Ad technology to mobile advertisers through a partnership with Teracent. Advertisers will be able to customize ads to individual users in real time.  Smart Ads on mobile will offer details such as location, and time of day.

The new program will expand its current Smart Ad offering to advertisers across all categories. Yahoo plans to continue adding new Smart Ad program partners that will eventually be certified by Yahoo. Yahoo also said it could expand the program internationally.