Yesterday, Yahoo! launched their SmartAds application which, according to a SearchEngineLand.com source, will “deliver display ads to people across the web based on their demographic and geographic profiles, plus search and web browsing behaviors.”
This new form of web advertising, which apparently received positive feedback in its test stage, is expected to expand to reach all areas of the Yahoo! network pending continued success.
SmartAds appears to have a lot of potential in the advertising community; the application will allow advertisers to contact browsers based on demographic, location, or web behavior— or advertisers can mix all three elements until they target the ideal audience.
What makes SmartAds so revolutionary is the “creative assembly platform” which will “take "templates" of advertiser-generated creative (e.g., copy, logos, graphics) and assemble those elements dynamically depending on the targeting opportunity.”
You may be thinking, “Gee, presenting relevant ads is great, but tracking my “web browsing behavior” sounds a little Big Brother-esque.” At least that was my first impression. But Yahoo! representatives assure that “users are grouped into categories and subcategories… not individually targeted.”
So there you have it—Yahoo! SmartAds are taking us into the future of interactive advertising on the web. My guess is it’s only a matter of time before other search engines (*cough* Google) take up a spot in the competition.
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