Yahoo is steadily ramping up Gemini’s capabilities. Last week, Yahoo
rolled out two new retargeting capabilities for native advertising as well as some new measurement tools.
First, there are two aspects of Custom Audience targeting in Yahoo Gemini: site visitor retargeting and customer list retargeting. Customer list retargeting is actually app user retargeting. Let’s take them one at a time.
Retargeting Website Visitors
The website visitor retargeting in Yahoo Gemini is simple to set up. First you’ll have to add the tracking code to your site, but from there the interface is very basic. You can quickly build audiences in the UI based on pages users visited or didn’t visit.
For example, if you want to target cart adders who didn’t convert, you’d select “visited specific pages buy not others.” From there, you can enter a complete URL or just a URL keyword such as “cart” in the pages visited section and the thank-you page URL or an identifying keyword for the URL in the pages to exclude from the query. The cookie window can be set up to 30 days.
Retargeting App Users
App marketers can retarget users who have taken actions in their apps with the Customer list targeting option in Gemini.
Audiences are defined using mobile advertiser IDs: Apple’s Advertising Identifier (IDFA) or Google advertising IDs. App marketers upload their lists of IDs segmented by device type and action taken in an app to create the the retargeting lists.
Users remain in an app audience for 30 days.
Online To Offline Measurement & Audience Verification
Yahoo also announced that its tracking process to tie online advertising to offline sales is now enabled in Gemini. Yahoo has teamed up with data partners including Acxiom, Epsilon, Experian Marketing Services, Oracle’s Datalogix and Nielsen Catalina Solutions. Advertisers can choose the data vendor to work with.
Advertisers can also use comScore or Nielsen for audience verification with Gemini’s native ads.
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