Search giant Yahoo! has introduced a new package of internet marketing products designed to help advertisers target their online campaigns.
The company unveiled the tool during its keynote presentation at the annual conference of the Interactive Advertising Bureau.
It brings together existing search targeting and retargeting tools and also features some new enhanced offerings.
These include search retargeting for display advertising, which allows advertisers to use the search terms used by consumers to retarget display ads throughout the Yahoo! network.
Enhanced targeting capabilities for search advertising are also included to give advertisers greater control over where and when their ads are shown.
Michael Walrath, senior vice president of the Advertising Marketplaces Group at Yahoo!, said: "Yahoo!’s new targeting products significantly improve the ability for search and display advertisers to reach their target audience, providing increased efficiency and accountability."
Jack Wallington, chair of the Search Council at the Interactive Advertising Bureau, said recently that targeting and retargeting is proven to improve the success of internet marketing campaigns.
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