Yahoo is celebrating the power of creative to drive campaign results.
Yahoo Creative, announced at the Cannes Lions Festival, is a data-driven solution that helps advertisers tailor the creative of their ads based on real-time insights, making them more relevant.
And early tests show that it’s driving results.
“There are 205 million logged-in users that our clients are often using for targeting and identity in the platform,” said Tony Gemma, head of global ad creative, Yahoo. “Now we’ll be able to do creative decisioning against [them].”
Yahoo Creative—developed in partnership with Innervate—uses different elements of creatives like headlines and image placements, combining them with additional signals from Yahoo Mail data, such as a person’s shopping habits or previous purchases, to serve relevant ads.
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