Genome decodes Big Data to define and deliver the right audiences for online campaigns
Who's afraid of Big Data? Not Genome from Yahoo!, our data-driven audience-buying solution that was announced at Internet Week New York and goes live today.
Genome eats Big Data for lunch---literally. It takes in more data from more sources than other solutions, then analyzes and decodes it to create multi-dimensional views of customers that help define the best target audiences for ad campaigns. To connect marketers with those cherry-picked consumers, Genome offers access to Yahoo!'s massive premium inventory, our AOL and Microsoft ad partnership, and comScore's Top 1,000 publishers.
"Genome is unmatched in the marketplace," says Peter Foster, general manager of audience and performance advertising at Yahoo!. "It's a holistic combination of data inputs, premium supply and actionable analytics that can help marketers achieve their objectives from the top to the bottom of the funnel."
In an interview today with AdWeek, Foster said that many of Yahoo!'s existing clients, including brands such as BMW and STP, are already creating customized audience-targeting solutions using Genome.
Today's availability of Genome marks the culmination of a strategy kicked off last year that included two key moves: the inventory partnership with AOL and Microsoft, and the acquisition of interclick, to create a next generation audience buying solution.
Yahoo!'s goal was to help marketers tackle daunting challenges in the digital marketplace, including the explosion of data; fragmentation of technology; outdated planning and buying techniques; and the lack of actionable insights.
Genome helps marketers clear those hurdles with these key features:
Unmatched data: In order to provide a multi-dimensional view of consumers, Genome provides access to an expansive and diverse data set comprised of always-on integrations with Yahoo!'s proprietary data, third-party data and advertiser data, which includes:
- Yahoo! user data for 76% of the U.S. population
- Yahoo! Search data--more than 300 million daily searches from around the world
- More than 50,000 user characterizations from our partnerships with more than 25 of the industry's leading data providers
Data from these sources can be combined with our advertisers' own CRM and campaign data to create customized target audiences for their campaigns.
Top-notch audience technology: To "decode" the most relevant points in all that data and use it to define the best target audiences, Genome uses industry-leading technology anchored on Open Segment Management (OSM), a proprietary audience valuation technology created by interclick that manages diverse data sources to provide an innovative approach to uncovering optimal audiences at scale.
Big analytics for Big Data: Genome's analytics helps marketers sort out the Big Data landscape. This portable suite leverages leading campaign and user analytics to anticipate, optimize, and measure audience performance, turning insights into actionable media executions.
Masses of premium media: Okay, this is worth repeating---Genome gives marketers direct access to Yahoo!'s guaranteed and non-guaranteed premium inventory, plus inventory from our partnership with AOL and Microsoft, and comScore's Top 1,000 online publishers, in transparent and brand-safe environments.
With Big Data comes big responsibility, so all of this is backed by a strong privacy policy. As a member of the NAI and DAA, we understand the importance of consumer trust and privacy.
Now that Genome is available, you'll no longer see the brand name interclick. That's because interclick's market-leading assets have been combined with Yahoo!'s as part of Genome's core DNA. And as we go forward, Genome will expand on those assets to deliver an even more powerful audience-buying solution.
To learn how Genome can help you tame Big Data, contact your Yahoo! representative.
---The Team
