Yahoo 2013 Annual Report Download - page 11

Yahoo Audience Ads allow advertisers to buy display, video and mobile ads targeted to specific audiences.
Yahoo Audience Ads deliver the right messages to the right users across Yahoo and other high-quality sites with
the scale and targeting precision of real-time programmatic buying. Yahoo Audience Ads offer optimized, data-
driven ad buying with enhanced analytics. Advertisers have access to a comprehensive set of audience data,
combining Yahoo data with advertiser data and third-party data, all usable on an extended pool of high-quality
inventory.
Yahoo Premium Ads offer the largest digital advertising canvas for brand and performance advertisers on the
web. We offer high-impact advertising opportunities on the Yahoo Homepage; Yahoo’s leading vertical content
properties; Yahoo Mail; program sponsorships of major events; and premium video placements—all with custom
integrations, personalization and targeting that unite advertisers’ brands with consumers’ digital daily habits.
Yahoo Video is a premium video advertising platform anchored by Yahoo’s award-winning original
programming and world-class partner content. Yahoo Video connects brands to their target audience at scale
through a complete set of advertising opportunities including video channels, video programs, audience targeting,
branded entertainment, live events, and ad placements that occur before, during and after a video rolls.
A SIMPLIFIED AD PLATFORM
Yahoo Ad Manager is a simplified ad platform that gives advertisers direct, hands-on access to Yahoo’s
advertising products. Yahoo Stream Ads, Yahoo Image Ads and Tumblr Sponsored Posts powered by Yahoo
Advertising are available through Yahoo Ad Manager, with a simple user interface that helps advertisers get ads
online in a matter of minutes, with insights and analytics built in.
Yahoo Ad Manager Plus is an extension of Yahoo Ad Manager for larger advertisers to plan, execute and
optimize complex display ad campaigns directly, giving them greater control over the performance of their ads
on Yahoo and third-party programmatic inventory. Yahoo offers managed services through Yahoo Ad Manager
Plus for advertisers who want custom audience definition, richer campaign measurement and insights, access to
exclusive inventory, varied pricing options, and full-service campaign optimization.
Yahoo Ad Exchange enables advertisers to easily target global audiences across Yahoo Properties, Affiliate sites
and other publisher sites on mobile and the Web. Enhanced campaign measurement tools and insights are
provided to optimize audience targeting and ad formats and placements as a means of increasing return on
advertiser ad spend.
PUBLISHER OFFERINGS
We work with high-quality publishers to attract new audiences and create engaging experiences across the Web.
We monetize these experiences with a set of application programming interfaces (“APIs”) and tools to grow
partner businesses. With these offerings, publishers are able to participate in the Yahoo Search and Bing Unified
Search Marketplaces as well as the Yahoo Ad Exchange for display advertising.
PRODUCT DEVELOPMENT
Yahoo continually launches, improves, and scales products and features to meet evolving user, advertiser, and
publisher needs. Most of our software products and features are developed internally by our employees. In some
instances, however, we might purchase technology and license intellectual property rights if the opportunity is
strategically aligned, operationally compatible, and economically advantageous. While it may be necessary in the
future to seek or renew licenses relating to various aspects of our products, we believe based on past experience
and industry practice that such licenses generally could be obtained on commercially-reasonable terms. We
believe our continuing innovation and product development are not materially dependent upon any single license
or other agreement with a third party relating to the development of our products.
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