Yahoo to allow US advertisers to retarget with native ads
Yahoo has announced that US advertisers may now enhance their ad campaigns via Yahoo Gemini, the search engine’s native advertising marketplace, by allowing search retargeting on Yahoo's native supply. During tests for the feature with 175 search advertisers, campaigns saw up to a 20% rise in traffic while retaining a similar or increased return on investments than more traditional search campaigns.

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.

Yahoo is allowing advertisers to retarget with native ads.

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.