A new piece of this is Yahoo is getting into the market for ad-serving software — the technology that actually sends the image of ads to users’ computers, and more importantly collects the data about the ads and users. This will put Yahoo in direct competition with Doubleclick, which is being acquired by Google, and aQuantive, which was bought by Microsoft.
It is also making a big play in behavioral targeting: tracking data about users in order to show them ads for things they are most likely to buy. While Yahoo has watched behavior for years on its own network, it will now start accumulating behavior of users on the sites of other companies This also puts Yahoo in competition with Tacoda, the behavioral targeting company recently acquired by AOL. More from the NYT here.
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- Andrew McStay
- I am director of the Media and Persuasive Communication (MPC) network at Bangor University where I also lecture on political-economy of the media. I am currently working on a book provisionally titled Deconstructing Privacy for Peter Lang and leading two empirical projects in connection with privacy perception and the use of new media for smoking cessation. I am author of Creativity and Advertising: Affect, Events and Process (Routledge, 2013); The Mood of Information: A Critique of Behavioural Advertising (Continuum, 2011); and Digital Advertising (Palgrave-MacMillan, 2009). Please contact me at mcstay@bangor.ac.uk if you are interested in Ph.D supervision or consultancy services.
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