Yahoo's new big data-centric online advertising platform, Genome, went live today. Using data parsed from Yahoo, advertiser submitted-data, and web user data sets from partner Interclick, Genome allows advertisers to custom-craft campaigns for highly specific demographics.
Advertising targeting via Genome leverages proprietary Yahoo individual user data for 76% of the American population and information obtained from over 25 data provider firms. Advertisers already using Genome include BMW and STP.
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