New Yahoo Gemini features deliver better targeting and performance

Conversion optimization and custom audience targeting from in-app actions now available

It’s the season of giving, so we’re loading up Yahoo Gemini – our proprietary marketplace for search and native advertising across devices – with new features and enhancements to give advertisers even more functionality for ringing in sales. Our new conversion optimization feature allows advertisers to improve campaign performance by optimizing conversions toward a target cost per acquisition (CPA), while an enhancement to our custom audience capability enables advertisers to target users with native ads based on their in-app actions.

With Yahoo Gemini, you can target interested audiences by leveraging billions of data points that signal intent, reach them across screens, and engage them with native ads to drive measurable results. Let’s take a closer look at the new additions to its capabilities.

Conversion optimization:

Conversion rate and CPA are key performance indicators that many advertisers closely monitor in order to maximize their ROI. "Conversion optimization helps us optimize to our acquisition targets," said Michelle Kim, Marketing Manager for Match.com, a pilot advertiser.

With conversion optimization, advertisers set their CPA target and pay per click, leading to a new bidding strategy and optimized cost per click (oCPC) that helps maximize value from campaign budgets. Unlike other optimized pricing tools, Yahoo Gemini conversion optimization is part of an intent-driven advertising solution that combines proprietary Yahoo audience interest targeting with expansive reach and engaging ad formats to help advertisers achieve their lead generation goals while controlling costs.

Performance marketing agency Performics also had clients participating in the pilot. Jennifer Kaiser, Performics VP Group Director, Client Solutions said: “Yahoo oCPC leverages the Yahoo Dot pixel, creating another lever for our program to use to optimize towards a CPA target, which has helped us continue to achieve our clients’ performance goals."

Custom audience in-app actions enhancement:

The custom audience feature allows mobile app marketers to target customers across devices using their own first-party data. With one data feed, Yahoo finds your audience on PC, mobile and tablet. This capability is already available using data from website actions and mobile device IDs. Now we’re adding the ability to target users with native ads on Yahoo and partner inventory based on consumers’ actions within the advertiser’s own apps. When used together with proprietary Yahoo interest data, the data from custom audience in-app actions helps marketers reach and engage people (including shoppers, gamers, browsers) who have expressed interest in their products or services based on their in-app actions.

We work closely with mobile analytics providers that track conversion events in apps to create a seamless connection based on SDK integration, so that no pixel or other Yahoo- specific update is required for the app to start sending data. These partners include TUNE, Kochava, AppsFlyer, Adjust, Flurry Pulse, and more.

"Yahoo is rapidly adding features to Yahoo Gemini that help app developers achieve their acquisition and retention goals,” said Ran Avrahamy, Head of Marketing for AppsFlyer. “Like Appsflyer, Yahoo's custom audience targeting is helping marketers pinpoint their targeting, optimize their ad spend and boost their ROI."