[This story has been updated with more details on which ad systems these ads can be executed in.]
Yahoo launched its version of product ads on Thursday. The ads can appear in search and display on mobile, tablet and desktop devices.
Kohl’s, Wayfair and Overstock are among the retailers that have piloted the new ad formats, announced just two weeks ahead of the Black Friday weekend. Technology partners that have been on board through the pilot period include Commerce Hub, Merkle RKG and ChannelAdvisor.
Courtney McKlveen, Vice President, Industry Lead Retail & Travel at Yahoo, said, “Early advertisers using product ads have seen up to 20 percent higher conversion rates and more than 30 percent lower cost per acquisition, enabling them to scale campaign impact without scaling budgets.”
What’s interesting about the Yahoo approach is that these ads can be executed in multiple ad systems. Yahoo Product Ads can appear in both Yahoo search results via Gemini and in search results on recently-acquired Polyvore. They can also be executed to any audience as display ads on BrightRoll DSP. Soon they will be also be available as native ads through Gemini.
Targeting capabilities that harness Yahoo data and insights are available across the ad systems.
Like other product feed programs, ads are built from merchants’ product feeds.
Yahoo Product Ads are available generally as a managed service. Advertisers should reach out to their Yahoo reps about getting started.