Yahoo! Maktoob improves campaign performance with the introduction of Behavioral Targeting

Delivering the latest in advertising products to the industry, Yahoo! Maktoob has announced yet another innovative tool to improve the results of advertising campaigns run across its network. Challenging traditional advertising methods by targeting the most relevant audiences, advertisers are no longer required to place ads. By seeking out and communicating with the target market of a specific product or service, Behavioural Targeting (BT) is able to bring a new level of effectiveness to online advertising.

This latest technology is enabled by a revolutionary form of data processing known as ‘algorithm’. The algorithm uses search behavior and search clicks, consumed content and ad clicks across Yahoo! Maktoob pages (including Yahoo! Maktoob forums and Yahoo.com) to collect the necessary data to identify the relevant users to the ad campaign in question. The online information gathered to pinpoint a campaign’s target audience is real-time data, continuously refreshed to target consumers whose recent online behavior indicates that the product or service is relevant to them.

By enabling a more targeted form of advertising, campaigns are no longer wasted on inattentive eyes, with companies benefiting not only from improved performance but also a reduction in waste. BT has been utilised by Yahoo! Maktoob to prepare audience categories ready for purchase, enabling relevant messages to be delivered to ready-made audiences. BT can also be used to build custom-made product categories, at the request of the client.