Finding insight in the sea of data

Laura Chaibi

A discussion of Yahoo's online ad strategy. The challenge for Yahoo's insights team is to "humanise" the data.
To achieve this, the team gathers search information, and leverages it to get information on the "searchers", using tools, such as Experian Mosaic. Each visitor to Yahoo gets profiled into a Mosaic "bucket". Research has indicated that the most disruptive types of ad creative perform the best on a host of metrics. This Warc paper was originally a presentation given at Warc's Online Research: Now and Next 2012 conference....

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