Audience Management

Connecting publishers with advertisers to trade audience information and enhance targeting

In order to maximize your advertising space, it’s helpful to be able to work directly with marketers to reach the people you want to get to—above all, those most likely to respond to specific ads. 

Yahoo Web Analytics lets publishers define their audience by creating segments, then using that information to compare demand with inventory supply. After importing this data to Yahoo Ad Exchange, you can share and monetize your audience segment info with ad buyers by offering them better targeting opportunities. (Segments can also be shared and targeted for mobile platforms.)

Yahoo Ad Exchange offers the following tools for publishers:

• Audience Reports track the performance of various audiences
• Segment Usage helps publishers determine pay rates for segments by tracking impressions, clicks, click-through rates, conversions and revenue
• Population Analysis gives a snapshot of unique members (by segment) on a daily, weekly and monthly basis
• Opportunity Analysis identifies supply sources with the largest members of any particular segment

Publishers (and third-party data owners) always retain control over their audience information—and decide who to share it with.

Help yourself and potential advertisers by identifying your audience, tracking its behavior and explaining how to target it. Our audience management tools make it easy to match advertisers with publishers who already reach the segment with whom advertisers want to connect.