Yahoo Expands Gemini with Conversion Optimisation, App-data Audience Targeting

Yahoo GeminiYahoo has added content optimisation and enhanced custom audience features to its Gemini ad marketplace.

Conversion optimisation enables advertisers to set their CPA target and pay per click. Custom audiences will now include targeting of users based on their actions within the advertiser’s own apps, in combination with Yahoos first-party data.

Gemini launched last February, bringing search and native under a single umbrella, and introduced mobile-first native ads a few months later. Following Yahoos acquisition of Flurry, it also added the companys Persona audience groups in April this year.

Yahoo has also expanded its Preferred Partner program, which first launched in July, to cover native, search, product feed, tag manager and SMB service partners. The partners added to the list include CDK Global, Dex Media, Didit, Ensighten, ESV Digital, Hibu, LBN Partners, Merkle, SEM, and YP.