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Yahoo Lets Users Customize Ads 
By: Jordan McCollum 2009-12-08 Yahoos taking ad targeting to a whole new level with its new Ad Interest Manager. Now advertisers arent the only ones who can target you -- you can target yourself, too! The new AIM system enables users to select their interests and block ads outside of those interest areas. According to the press release, the tool: • Provides a central point where Yahoo! visitors can assert even greater control over their online experience. • Gives visitors an unparalleled view into the information used to deliver interest-based advertising. • Shows the visitor both Yahoo!s educated guesses about their interests and a summary of observations, along with other information they have provided. • Provides a list of specific interest categories that Yahoo! has placed a user into and lets people turn those categories off. • Allows people who dont want to see interest-based ads to turn them off entirely. As the quote indicates, the system gives you a list of ad categories Yahoo believes youre interested in, based on your activity on the site, including search history, and properties including Yahoo Answers, Flickr and Yahoo Groups. You can then switch off each individual category. Switch off seven categories, and the system prompts you, asking if you want to switch off all behavioral targeting. Overall, this is a smart move"allowing users to target ads to themselves insures greater value for advertisers. But the system will only work as well as its implementation"both the targeting and the promotion of the system must be good enough for the system to gain widespread use. Yahoo will have to use fairly prominent, probably front-page, promotion to not only show that are they behind this system, but to make their every day users aware of the improvements. What do you think? Will you use the AIM targeting system? As a user or an advertiser, are you excited about this? Comments Tag: Yahoo, Ad Targeting Add to  Del.icio.us |  Digg |  Reddit |  Furl Have a bookmark! - 
About the Author: Jordan McCollum is a staff writer for the popular marketing blog Marketing Pilgrim. She has worked in search engine optimization with clients including 3M, Little Giant Ladders and ADP. After graduating from Brigham Young University, Jordan joined the SEO copywriting team at the Internet marketing firm 10x Marketing. After 10x closed its doors in December 2006, Jordan became a freelance writer and Internet marketing consultant specializing in SEO. She also has extensive experience with web analytics, conversion rate enhancement and e-mail marketing. |
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