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Yahoo Unveils Genome Ad Platform

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Yahoo rolled out Genome today. Genome is the company's new audience buying platform that was built on the technology acquired in the Interclick purchase last year. The technology combines first-party and third-party data and combines it across many platforms including AOL, Microsoft and Yahoo. "Genome can access user data for 76% of the U.S. population when combining first- and third-party data, along with data from more than 300 million daily searches worldwide, and about 50,000 user characterizations from partnerships with 25 of the industry's data providers like eXelate and BlueKai, according to a Yahoo
[URL="http://advertising.yahoo.com/blogs/advertising/alive-alive-genome-audience-buying-solution-launches-schedule-142221390.html#more-5781"]post[/URL].The blog also explains how Genome helps marketers tackle the challenges of big data, technology fragmentation, outdated planning and buying techniques, and lack of actionable insights."


Read more: [URL]http://www.mediapost.com/publications/article/178517/yahoo-rolls-out-genome.html#ixzz20NF5E92a[/URL]

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