Yahoo 2015 Annual Report Download - page 12

focus on developing new search ad formats, features, and capabilities to engage users and optimize
performance across devices, including click-to-call functionality, sitelink extensions, location
extensions, and product ads. To provide the richest possible experience for our users, Yahoo also
serves search ads from partners, including Microsoft and Google.
Display Advertising
Native Advertising. Yahoo native ads are a seamless part of a user’s experience on Yahoo sites
across devices, as well as third-party partner publisher sites and mobile apps. This natural integration
helps advertisers connect with people in a compelling and impactful way, driving awareness and
performance, especially on mobile where native ads are the predominant ad format. Yahoo native ads
are visually rich and come in a variety of formats, like text, image, and video that deliver measurable
branding and sales results. Yahoo offers native ads through Yahoo Gemini and the BrightRoll DSP.
Video Advertising. Yahoo video ads enable brands to align with premium, contextually relevant
video programming across our properties. In addition, we leverage Yahoo’s unique user data to
connect brands to their target audiences at scale across devices.
Premium Advertising. Yahoo premium ads offer a unique and engaging canvas for brand
storytelling. We offer high-impact advertising opportunities on Yahoo.com, Yahoo Mail, and program
sponsorships of major events. Brands have the ability to anchor buys within premium content and
scale programmatically, while applying unique data strategies to reach their target audience.
Audience Advertising. Yahoo audience ads leverage a comprehensive set of proprietary data signals
to identify and engage the right users on Yahoo and across the web. With audience ads, Yahoo can
help brands make meaningful connections with the right users at the right time, across ad formats
and devices.
Developer Offerings
The Yahoo Mobile Developer Suite gives developers the ability to measure, monetize, advertise, and
improve their apps with Yahoo tools.
Flurry Analytics is a free mobile app analytics solution that is implemented in applications on more
than 2 billion devices worldwide. Flurry is integrated in third-party applications via a lightweight
software developer kit (“SDK”). Flurry provides mobile app developers insight into the action their
users are taking in-app, as well as their audience’s interests and demographics.
Yahoo App Publishing (“YAP”) enables third-party app developers to monetize their app experiences
with Yahoo Gemini and BrightRoll powered native, video and display ads. Developers can integrate
YAP through the Flurry SDK.
Yahoo App Marketing gives third-party app developers the ability to advertise their apps through
targeted native and video advertising on Yahoo, Tumblr, and across our app network. Yahoo App
Marketing ads are powered by Yahoo Gemini and priced on a cost-per-click basis.
Tumblr In-App Sharing allows developers to integrate a Tumblr sharing button into their app
experiences to enable their users to share content directly to Tumblr without leaving their app. The
resulting content post on Tumblr has a deep-link back to the originating app, and if the Tumblr user
does not have that app, they will see a prompt to install it.
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.
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