At a splashy event in Soho, New York at the Internet Week headquarters, Yahoo! introduced Genome yesterday. The event was keynoted by Billy Beane, who's story of applying new data and statistics to increase efficiencies in choosing players was featured in the book and film "Moneyball."
Following Beane, Yahoo!'s newly appointed EVP of the Americas Rich Riley took the stage, and introduced "Genome from Yahoo," a new custom audience buying solution that leverages big data and insights to help advertisers get the most out of their media investments.
Yahoo said the system will combine its registration, search, and behavioral data with information from 25 data sources, along with advertiser data, to perform predictive modeling for ad targeting and optimization. The platform will be used to target ad formats including display, mobile, and video.
Genome, which will be available as of July 1, Riley noted, will help turn "the overwhelming amount of big data confronting marketers into audience data and actionable insights that will help them run successful campaigns. With Genome, we will offer a more holistic approach that provides the content experiences that consumers want, and the audience insights that marketers desire."
"It's really difficult for us to use all the interesting data in order to make it actionable," said Michele Morelli, SVP display, lead generation and digital marketing for Citibank. She also suggested that the systems like Genome might not fulfill the ultimate needs of companies that advertise across several forms of media, rather than just online. An online solution is not necessarily appealing to Citibank, Morelli said, adding that her company needs a "marketing solution."
"It is great to see Yahoo! continuing to lead in providing unrivaled access to their premium inventory through automated buying systems, as well as making their data and audience technology available to agency customers through our buying platforms." said Josh Jacobs, president of Accuen Media, Omnicom's Trading Desk. "Our customers value the scale and quality of Yahoo!'s audience, and we are excited to take advantage of the increased access Yahoo! is enabling."
Genome key features include:
- "Best-in-class audience technology featuring OSM, a leading audience technology that manages diverse data sources to help discover optimal audiences at scale, which came from Yahoo!'s acquisition of interclick last December.
- An unmatched data set comprised of three key components: 1) Yahoo!'s vast proprietary search, registration and behavioral data; 2) integrated advertiser information, and; 3) data from more than 25 industry-leading data providers.
- Premium media across a wide range of inventory, including Yahoo!'s guaranteed and non-guaranteed premium inventory, along with supply available from the Yahoo!, AOL and Microsoft partnership announced last Nov.
- Actionable insights based on advanced campaign and user analytics, to help marketers understand consumer needs, anticipate audiences' future performance, and develop the most efficient media buys," said Yahoo.
Here is the video introducing Genome from Yahoo!: