AdExchanger: What kind of data can be used to target the Yahoo Stream Ads?
MIKE KERNS: For every effort we make to personalize Yahoo to our users' interests, we also look at how we can make the ad experience more relevant and meaningful. Yahoo Stream Ads have initial targeting to optimize relevancy, such as content tailored by location. We plan to add deeper personalization and targeting capabilities in the coming months to ensure that users’ content streams are optimized based on their interests.
Does user info from the Yahoo Login come into play with the Stream Ads? If so, what kind of info?
We believe the online experience is fundamentally better when it is personalized based on a user’s interests. Yahoo Stream Ads are currently personalized based on information such as a user's location or information provided by the user upon registration.
For the Stream Ads that appear on Yahoo Mail, are the Stream Ads targeted based on what’s in a user’s emails?
To deliver more personalized ad experiences, we identify keywords from email to make Yahoo Stream Ads as relevant as possible. We empower our users to set up the personalization preferences that suit them, and offer our users transparency and controls built-in.