Yahoo lets advertisers retarget with native ads

Yahoo has announced the ability for search advertisers in the US to expand the reach of their campaigns on Yahoo Gemini, its search and native advertising marketplace, by leveraging search retargeting on Yahoo’s native supply. In other words, unlike traditional search retargeting, Yahoo said Yahoo Gemini now enables customization at the keyword level with match types and variants. And, according to Yahoo, this means advertisers can more effectively leverage native ads to reach consumers who have signaled intent related to a specific product or service through a search query via Yahoo Search, as well as to tailor landing pages and creative to a consumer’s search query, enabling stronger personalization and engagement, and to optimize ROI by changing bid adjustments at the keyword level.