Advertising that presents the most relevant ad to an individual viewing web content represents a way for Yahoo to improve its ad performance.
Yahoo Gets Smart About Behavioral Ads
New York Times said SmartAds is being tested on Yahoo's sites by a couple of major airlines, which were unnamed in the report.
Advertisers buying their placements through RightMedia will have SmartAds technology available to them.
Yahoo has enjoyed success with branded display advertising, even as its search advertising business faded behind Google's dominance. SmartAds could make those display ad spaces more valuable to Yahoo and its brand advertisers.
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