Yahoo Improves Web Targeting of Anonymous Visitors
AI plays a big role in this Yahoo announcement, which describes how they’ll use it to put anonymous website visitors into audiences based on how closely they resemble identified users. As they describe it, Next-Gen Audiences “considers a mix of real-time signals received on the bid request, including content, location, weather, device type, and more” to build anonymous audiences that are more effective than content-based targeting alone. No cookies or persistent user profiles are involved. Today’s news is they’ve extended this from in-app inventory to web advertising.