Dev Patel, VP, Advertiser and Publisher Solutions at Yahoo!, discussed the Dapper acquisition (read the release) and its implications.
AdExchanger.com: Can you discuss how Dapper's technology will enable SmartAds going forward?
DP: Dapper's technology will use consumer ingights from across the Yahoo! network to understand user intent and dynamically generate the creative in real time to message to the user, anywhere on the Yahoo! network.
Dapper's technology is focused on retargeting. Why is retargeting important to Yahoo!?
Dapper is not just focused on re-targeting, its primary tech function is to generate ad creatives dynamically based on user intent and pixel based information from any site is an input to understanding intent.
How will the Dapper team be integrated into Yahoo!?
Dapper's team will continue to be based in their offices in San Francisco and Israel but will soon start working with the appropriate Yahoo! teams.
How does the Dapper acquisition sync with Yahoo!'s overall product vision?
Dapper is one step further in realizing the product vision of being able to offer the right message to the right people at the right time. Dapper's technology is superior to others in the market and when combined with Yahoo!'s assets
accelerates advertiser/marketer adoption of Yahoo! Smart Ads.
Do you see this as purely a Yahoo! media offering or could this be wrapped into the Right Media Exchange as well?
Dapper will enable dynamic ads both on guaranteed and non-guaranteed inventory and in the Right Media exchange.
By John Ebbert