Yahoo to Give Access to User’s Ad Profile
What is the best way to know the need of a customer? Ask them. There is no better way than asking a customer what they want. Yahoo is planning to develop an advertisement model, where an user can tweak their advertisement profile.
Users are used to ignore online advertisements on web pages, and the ad companies are finding innovative ways to get the attention of the users. Yahoo plans to allow users tweak the user’s profile. This will make the ads more meaningful to the end user. An user can also switch off the ad options, if required.
Here is a sketch of the ad model which Yahoo is planning to deliver. Yahoo will aggregate the advertisements from advertisers. Ads will be delivered to all Yahoo properties as well as the affiliates. In the new model users will have an option to tweak their ad preference. What will Yahoo gain from this? Users can keep on tweaking their user profile and Yahoo will have the most recent user profile. Now the ads will be more targeted to the user.
Lets say, the user is looking for good deals to buy a laptop. In this new ad system, the user can set that option. And whenever the user visits Yahoo’s property or its affiliates, they can see ads for laptop deals instead of car. Well, the user will not see laptop deals forever, as they can change the ad profile as required.
For many years, privacy advocates have called for open systems which allow user to see the user profile. This is a welcome move from Yahoo. The needs of a user change over the period of time. And allowing users to tweak the ad profile will make sure that ads are delivered to the right customer at right time. But what if users start deleting or switching off the ad options?
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