Yahoo has announced the updates to its contextual advertising solution “Content Match” that’ll lead to a higher click through rate on ads and higher satisfaction. They say you won't notice cosmetic changes, but what you will notice is that "It just works better." 

Yahoo says new technology is better at the actual matching of ads to content. As a result, they say they are seeing higher click-through rates. The new technology not only attempts to understand what the content is on a page, but also, who is viewing it, which helps you get your ad in front of the right customer. Content Match now combines a better understanding of web page and ad content with insights from users’ geographic and behavioral profiles.