Comments on: Yahoo SmartAds Tackles Online Display Advertising’s Customization Problem

By: The Poor State Of Online Display Advertising Relevancy » Publishing 2.0

The Poor State Of Online Display Advertising Relevancy » Publishing 2.0 — Mon, 16 Jul 2007 02:24:09 +0000

[...] Yahoo’s new SmartAd platform promises to cobble together more bits of information to produce customized display ads — it won’t be hard to improve on the current sad state of affairs. [...]

By: New Online Advertising Models: The Scalability Problem » Publishing 2.0

New Online Advertising Models: The Scalability Problem » Publishing 2.0 — Sun, 15 Jul 2007 18:11:32 +0000

[...] is trying to tackle this complexity with its SmartAds platform, which is a great first step. Google has tried to bring the same scalability of text ads to every [...]

By: Rexford

Rexford — Fri, 06 Jul 2007 08:44:53 +0000

Qmecom, good idea but looks like latency could be a huge issue for an in page ad application. It takes significant time to load, and you dont really know what is coming.

SmartAds is crisp. It dynamically combines a display ad that allows for branding opportunity, with textual search data. It does this without any noticable time difference.

The Qmecom looks like a good application for content on demand. This is content that the user is willing to wait for that has advertisements inserted. Just my opinion.

By: Danny

Danny — Wed, 04 Jul 2007 23:20:42 +0000

Smartads is Yahoo’s attempt to leverage the depth of their online profiles with a more flexible creative solution. But does it really solve the big problem for the creators of advertising – how do we create mass personalized ads with a tool that is easy to use and integrates easily into our workflow. Can you really see the Guardians of the worlds leading brands accepting restrictions on their creative executions dictated by Yahoo’s Smartad program? They will want total customization flexibility, across any creative element and across any medium. The folks at Qmecom have perfected this application and make it easy for agencies to create literally millions of unique versions of ads. Smartads might be Yahoo’s solution today, but tomorrows solution will be Smarter Ads – and my guess it will be one of Yahoos competitors who will launch it very soon!

By: Rexford

Rexford — Tue, 03 Jul 2007 22:59:15 +0000

Patent number: 7028072
Filing date: Jul 14, 2000
Issue date: Apr 11, 2006
Inventors: Scott A. Kliger, Thomas M. Middleton, III, Gregory T. White
Assignee: Unicast Communications Corporation

A method and apparatus providing for the construction of customized advertisement banners for Web pages on a client computer. The advertisement banners are customized based upon various factors including user profile information, technographic information, geographic information, demographic information and user interaction information. The information being either stored on the user’s computer, server computers or obtained from the user’s interaction with the Web page containing the advertisement banner. Once specific information is obtained, customized advertisement content is selected from Web server computers and the advertisement banner is dynamically constructed and displayed on the user’s computer.

http://patft.uspto.gov/netacgi/nph-Parse...

By: Conversion Rater

Conversion Rater — Thu, 01 Jan 1970 00:00:00 +0000

to users, which is always a good thing. Both users and advertisers should benefit from this. It will be rolled out with a few airline advertisers first, and then hit more industries over the year. UPDATE: Scott Karp of Publishing 2.0 offers the best analysis of the SmartAds announcement I’ve seen thus far. Yahoo [IMG]

By: David Black

David Black — Thu, 01 Jan 1970 00:00:00 +0000

Yahoo SmartAds Tackles Online Display Advertising’s Customization Problem » Publishing 2.0

By: Techmeme River

Techmeme River — Thu, 01 Jan 1970 00:00:00 +0000

6:30 PM [IMG] Scott Karp / Publishing 2.0: Yahoo SmartAds Tackles Online Display Advertising’s Customization Problem

By: tmonkeylog

tmonkeylog — Thu, 01 Jan 1970 00:00:00 +0000

— but as with all such targeting, there’s a “creepiness factor” that needs to be overcome. Nonetheless, it’s very likley that the future lies with this type of customization, as relevancy trumps privacy in the long run. Yahoo with its SmartAds platform and AOL with its acquisition of behavioral targeting pioneer TACODA are clearly aiming at that future. Maurice Lévy, chairman and chief executive of the Publicis Groupe, fires a shot across the bow of the big tech players who are positioning