Can Yahoo Make Display Ads Work More Like Search?

With SmartAds, Yahoo is tapping into user behavior to help advertisers target ads in a more personalized way. I'm skeptical whether consumers will ever, as Todd Teresi, Yahoo's senior vice-president of display marketplaces, puts it,

With SmartAds, Yahoo is tapping into user behavior to help advertisers target ads in a more personalized way. I’m skeptical whether consumers will ever, as Todd Teresi, Yahoo’s senior vice-president of display marketplaces, puts it, “view advertising to be as relevant as the content they’re looking at.” But as the Reuters story describes it, Yahoo could start to turn the tide of search ads that has catapulted Google far into the online advertising lead:

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