Yahoo launches audience-buying service Genome
The new Genome tool gives access to data from Yahoo’s premium inventory, made up from its partnerships with AOL and Microsoft and from ComScore’s list of the top 1,000 online publishers. Yahoo holds user data on 76% of the US population while its search information provides information on more than 300 million online queries daily and over 50,000 user characterisations.
Peter Foster, Yahoo’s general manager of audience and performance advertising said: “Genome is unmatched in the marketplace. It’s a holistic combination of data inputs, premium supply and actionable analytics that can help marketers achieve their objectives from the top to the bottom of the funnel.”
Yahoo said that as a result of Genome launching, it would no longer be using the brand name Interclick – the segmentation, targeting and analytics technology firm it bought late last year. Interclick’s Open Segment Management audience valuation technology is used within Genome to help define the best target audiences.
We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments