Yahoo7 launches native in-feed ad platform

James McGrath
By James McGrath | 23 February 2015

Yahoo7 has launched its native in-feed advertising platform, and it claims to already have 200 Australian brands on board for the ride.

Launched this morning, the company said brands such as Woolworths, TFE, and Microsoft Devices Group had signed onto the platform -  which offers native ads across the Yahoo7 network - including Yahoo homepage, finance, weather, mail, and Tumblr.

According to Yahoo7, marketers will be able to largely automate the process, providing a simple set of creative such as that provided with paid social and search, with the platform able to automate the visual design.

It will then be run through a personalisation algorithm, meaning ads will be served depending upon users' daily habits and engagement.

The ads will then be served across desktop, mobile, and tablet devices. Advertisers will also be able to pay on a cost-per-click basis.

Yahoo7 is talking up the early results from its pre-launch trials, claiming one major FMCG client had found native ads 307% more effective in amplifying ads, compared to traditional display.

It is also spruiking the effect of combining native with its Audience Ads platform.

Yahoo7 has been working with Dentsu-owned performance agency iProspect since the beta phase of the platform.

“Our clients have seen amazing results with uplifts in ROI and engagement across highly competitive channels such as travel, performance display and technology when compared to other performance channels such as paid search and social,” iProspect national managing director Dan Kalinski said.

“We look forward to testing the exciting new formats and targeting features Yahoo7’s native platform has to offer this year."

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