Yahoo on Wednesday announced an advertising alliance with Google, the company that dethroned the pioneering Internet firm in the world of Internet search.
Google will use its online ad targeting skills at some Yahoo properties, stepping in to put relevant marketing messages in available spaces, according to Yahoo.
Yahoo gave the example of someone online shopping for boots being shown an ad for something completely unrelated because no advertisements for footwear were available in inventory. “If you see an ad for boots, that’s instantly going to pique your attention more than an ad for, say, a car battery,” Yahoo said. “That’s better for users... By adding Google to our list of world-class contextual ads partners, we’ll be able to expand our network, which means we can serve users with ads that are even more meaningful.”
The large stocks of ads at Google AdSense and Admob increase opportunities to present Yahoo website users with marketing messages they will click on, generating revenue.
The move comes amid turn-around efforts by Yahoo chief executive Marissa Mayer, who was a high-level Google executive before taking the Yahoo! helm in July.