Yahoo Brings Custom Display Ads to the Creatively Challenged
It only took Yahoo 8 months to react to Google’s AdWords display ad builder thingymajig.
AdAge reports that Yahoo decided not to build its own ad builder technology, instead partnering with Seattle-based start-up AdReady. With Yahoo’s My Display Ads…
…Advertisers can pick creative off the shelf from more than 800 display ad templates — including dancing cellphones, ads proclaiming "Amazing Values" or countdown clocks — or bring their own…Ads can be purchased on a cost-per-thousand impression basis or as part of a cost-per-click auction. The ad inventory fed into the system includes both Yahoo-owned and network properties through Yahoo’s Right Media exchange.
Yahoo clearly hopes that it can convince its search advertisers to make the jump over to display ads by making the process a lot easier. If it’s successful, Yahoo’s sitting on a lot of display ad inventory. Maybe it won’t need to worry about challenging Google in search, afterall. 
Interested in learning more? Head over to the Yahoo Search Marketing Blog.
