Data Driven Best-in-Class Technology Uncovers Optimal Targeted
Audiences at Scale in a Premium Media Ecosystem
NEW YORK -- (Business Wire)
At Internet Week New York, Yahoo! (NASDAQ:YHOO), the premier digital
media company, today announces Genome from Yahoo! (www.genomeplatform.com),
an online advertising solution that combines Yahoo! data with
interclick’s third party data and advertisers’ first party data along
with a premium media footprint to provide marketers with the most
complete, custom audience solution in the industry. Anticipated to be
available in July 2012, Genome is the culmination of a strategy that was
put in place last year with the display ad agreement with Microsoft and
AOL as well as the acquisition of interclick, which Yahoo! acquired in
December 2011, to create a next generation audience buying solution with
greater targeting and personalization capabilities.
Genome, designed to leverage data to improve advertiser ROI, can provide
marketers with actionable insights enabling them to conduct campaigns
that help meet their objectives, and overcome an ever-evolving set of
industry challenges that include the proliferation of data,
fragmentation of technology, and outdated planning and buying
techniques. Genome can help marketers organize and navigate the chaos of
the data ecosystem while delivering results that can build brand value,
increase conversion rates, and grow revenue. Genome combines the best of
the technology, data, analytics and media from Yahoo! and interclick;
from Yahoo! – premium media and unmatched user data with proven
targeting capabilities– and interclick – unified technology stack,
third-party data partnerships and expertise in analytics and audiences.
“Marketers have asked us for a solution that capitalizes on our vast
data and our answer to that is Genome," said Rich Riley, EVP, Americas
Region, Yahoo!. "With Genome, we can help marketers transform consumer
information and insights into actionable online media executions that
enable them to attain the right context and audiences."
"It is great to see Yahoo! continuing to lead in providing unrivaled
access to their premium inventory through automated buying systems, as
well as making their data and audience technology available to agency
customers through our buying platforms." said Josh Jacobs, president of
Accuen Media, Omnicom's Trading Desk. "Our customers value the scale and
quality of Yahoo!'s audience, and we are excited to take advantage of
the increased access Yahoo! is enabling."
Genome is designed to bring to market a comprehensive online advertising
solution that can benefit the entire advertising industry. Key features
of this next generation audience buying solution include:
- Unmatched data set: In order to provide a multi-dimensional
view of consumers, Genome provides access to an expansive and diverse
data set comprised of Yahoo!’s proprietary data – including
registration, search and behavioral data – as well as integrated
advertiser information, and data from industry-leading partners.
- Premium media footprint: Genome allows marketers to directly
access Yahoo!’s guaranteed and non-guaranteed premium inventory, as
well as inventory available from the Yahoo!, AOL, and Microsoft
partnership announced in November, and comScore Top 1,000 publishers -
all in transparent and brand safe environments.
- Actionable insights and analytics suite: From predictive
modeling techniques to information design, Genome’s analytics helps
marketers sort the big data landscape. This portable suite leverages
leading campaign and user analytics to anticipate, optimize, and
measure audience performance, turning insights into actionable media
executions; marketers can carry their strategies across media plans
- Best-in-class audience technology: This proprietary data
valuation technology is designed to work with massive data volumes,
real-time marketplaces, and multi-vendor solutions, with increased
efficiency to help meet marketers’ marketing goals. Genome’s core
technology is OSM, an innovative and interconnected technology stack
that manages diverse data sources to provide an innovative approach to
uncovering optimal audiences at scale, resulting from Yahoo!’s
acquisition of interclick.
- Privacy: As a recognized leader in developing privacy-enhancing
tools for consumers and a member of the NAI and DAA, Yahoo!
understands the importance of consumer trust and privacy. Yahoo!
provides transparency about our data collection and use practices and
extends several tools to empower consumers to manage their experience,
such as a global opt-out, Ad Interest Manager for visibility and
control over specific interest categories, and we’re now among the
first in the world to support Do Not Track.
INTERNET WEEK ACTIVITIES
Today, Rich Riley, executive vice president, Yahoo! Americas, joins
Billy Beane, the Oakland A's General Manager, whose story was depicted
in Moneyball, and industry leaders on Internet Week’s main stage
to discuss the importance of data in a premium online advertising
Yahoo!’s “Big Data Big Solutions” panel at Internet Week on Monday, May
14, 2012, features the following speakers: Acxiom chief marketing
officer Tim Suther; Citibank senior vice president, head of online
display acquisitions Michele Morelli; Michael Lampert, Vice President,
Group Director, Media, Digitas; Sean Muzzy, Senior Partner, Managing
Director, NEO@Ogilvy; Yahoo! general manager, audience and performance
advertising Peter Foster; Forrester senior analyst Joanna O’Connell.
Panelists will address changes in the online advertising ecosystem,
including the explosion of data, fragmentation of technology, outdated
planning and buying techniques, and the need for truly actionable
Yahoo! (NASDAQ:YHOO) is the premier digital media company, creating
deeply personal digital experiences that keep more than half a billion
people connected to what matters most to them, across devices and around
the globe. And Yahoo!’s unique combination of Science + Art + Scale
connects advertisers to the consumers who build their businesses. Yahoo!
is headquartered in Sunnyvale, California. For more information, visit
the pressroom (pressroom.yahoo.com).
This press release (including without limitation the quotations from
management) contains forward-looking statements concerning Yahoo!’s
strategic and operational plans, as well as its expectations regarding
the benefits and impact of Genome. Risks and uncertainties may cause
actual results to differ materially from the results predicted. The
potential risks and uncertainties include, among others, that the
availability of Genome might be delayed or may not occur at all, or that
Genome might not prove successful; that advertisers and marketers might
not utilize Genome or might prefer rival products or services; and that
the anticipated benefits to Yahoo! and to advertisers and marketers
might not be realized. All information set forth in this press release
is as of May 14, 2012. Yahoo! does not intend, and undertakes no duty,
to update this information to reflect subsequent events or
circumstances. More information about potential factors that could
affect Yahoo!’s business and financial results is included under the
captions “Risk Factors” and “Management’s Discussion and Analysis of
Financial Condition and Results of Operations” in Yahoo!’s Annual Report
on Form 10-K for the fiscal year ended December 31, 2011, as amended,
and Quarterly Report on Form 10-Q for the quarter ended March 31, 2012,
which are on file with the Securities and Exchange Commission (“SEC”)
and available at the SEC’s website at www.sec.gov.
Yahoo! is the trademark and/or registered trademark of Yahoo! Inc. All
other names are trademarks and/or registered trademarks of their
*Genome was previously the name of a self-service audience
recommendation platform from interclick.
Kristen Morquecho, 626-437-2499
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