Ex data chief: Yahoo experimented with placing names in ads

Yahoo’s former chief of data, Usama Fayyad, told me in an interview yesterday that researchers at the Internet company experimented briefly with placing the users’ names in display ads. But they concluded that any benefits of such personalization were outweighed by the costs: “We decided it was too creepy,” Fayyad said.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.