Yahoo has rolled out Gemini, new
platform that combines mobile search and native advertising into a
single marketplace. Gemini will enable advertisers buy, manage and
optimize their mobile search and native ad spend on a single
platform. The marketplace will be available as part of Yahoo Ad
Manager, the company’s existing self-service ad buying platform. Prior
to this its mobile search ads were available via the Bing Ads platform.
“With
Yahoo Gemini, advertisers get the performance and ease of search,
combined with the scale and creativity of native advertising. By
bringing the two together, advertisers can now buy, manage and optimize
their mobile search and native ad spend in one place — driving greater
performance and higher impact for their businesses and brands”, Yahoo
said in a Tumblr post.
Yahoo
has been focused on native advertising lately, and also on simplifying
the ad buying process. CEO Marissa Mayer made both of those segments a
priority at her CES keynote last month when Yahoo re-organized its ad
products under the “Yahoo Advertising” name.
Yahoo
is facing a tough competition from Facebook and Google in terms of
grabbing mobile advertising market share. The company which has already
started the year with more than five acquisitions is going up the ante
in regards to enhance its mobile offerings. Global mobile ad spend is
set to touch $18 billion by the end of this year.
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