IAB backs Yahoo targeting package

12:23 4th March 2009

The Internet Advertising Bureau (IAB) has backed a new search retargeting display package recently launched by Yahoo.

It is claimed that the new channels will allow online search marketers to target their advertising drives more specifically at internet users taking advantage of search engines.

Now Jack Wallington, chair of the IAB Search Council, has thrown his weight behind the upgraded marketing avenues, which allow marketers to conduct campaigns using search retargeting, enhanced retargeting and enhanced targeting, based on the search activity of users.

"Targeting gets better results because you are hitting people that are actually interested," he said.

"The fact that targeting and retargeting is proven to improve the effectiveness of advertising campaigns suggests that [these new tools] will be even better."

Under the new yahoo search advertising system, online marketers will have the chance to bid on segments targeting different audiences.