Yahoo! Behavioural Targeting

Yahoo! Behavioural Targeting Intelligent User Profiling Comes to the UK Richard Frankel 17 January 2007

Behavioural Targeting: A Brief History

1999: Yahoo! starts content categorization

2001: First BT product sold

2005: 2.0 Platform started

2006: BT 2.0 Ships in the US in May

2006: International platform begun

Q1 2007: First product offered in the UK

Onward: The rest of the world

Finance | Loans | Mortgage 1,900,000 people looking for mortgage loans. +121.9% CTR Lift Yahoo! Behavioural Targeting Prepared for Client name Mortgages Home Loans Refinancing Ditech Financing section in Real Estate Mortgage Loans area in Finance Real Estate section in Yellow Pages Includes users anywhere on the Yahoo! Network who actively seek Mortgage Loans. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. +626.0% Conv Lift Example search terms qualified for this target: Example Yahoo! Pages visited: Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Conversion is the number of qualified leads from clicks over number of impressions served. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: March 2006 Results from a recent client campaign on Yahoo! US Network

Autos 3,200,000 people looking for cars. +35.8% CTR Lift Yahoo! Behavioural Targeting Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: March 2006 Prepared for Client name Category profile is the aggregate of the following subcategories: Includes users anywhere on the Yahoo! Network who have demonstrated active interest in Autos. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. Sedan Truck SUV US Non US Price Range Coupe Convertible Sport Wagon Alternative Fuel Used Results from a recent client campaign on Yahoo! US Network

CPG | Beauty & Personal Care 3,200,000 people looking for beauty care. +43.2% CTR Lift Yahoo! Behavioural Targeting Prepared for Client name Makeup Lipstick Perfumes Shampoo Makeup section in Shopping Fashion & Beauty in Geocities Women’s Fragrances section in Shopping Includes users anywhere on the Yahoo! Network who have demonstrated active interest in beauty products and services. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: March 2006 Results from a recent client campaign on Yahoo! US Network Users searched keywords such as: Users visited pages such as:

Behavioural Targeting Trends Growing Acceptance Across Advertising Industries Autos FMCG Entertainment Finance Retail Pharma Tech Telco Travel Finance Retail Tech Travel 2004 2006

How does Yahoo! Behavioural Targeting work? N etwork + U ser Behaviours + M odeling

How it works – ‘DNA’ emerges from registration & behaviours 500 million users worldwide … each unique Male, age 37 Lives in the UK Marketing Exec, Insurance Industry Clicked on a Jaguar ad Responds most to ads in Yahoo! News Visits Yahoo! Finance daily Looked for flights to Italy on Yahoo! Travel Frequent visits Yahoo! games Added RSS feeds from the BBC and The Times Searched for GPS, DAB, Plasma TV

How it works – what behaviors go into the models? Relevant behaviors… Pageviews Ads clicked Search queries Search clicks AUTOS / SEDAN Behavioural Interest Sedan

How it works - Recency When the behaviour was done matters NOW Heavier Weight to Recent Behaviors

How it works - Activity level is also considered Relative intensity of behaviour helps distinguish user most likely to respond.

How it works - Network + interests + modeling We analyzed predictive patterns for purchase cycles in each product category. Varying Product Purchase Cycles

How it works - Network + interests + modeling We analyzed predictive patterns for purchase cycles in each product category. In each category, we built models to describe behaviour most likely to lead to an ad response. Matching Users to Models

How it works - Network + interests + modeling We analyzed predictive patterns for purchase cycles in each product category. In each category, we built models to describe behaviour most likely to lead to an ad response (i.e. click). We scored each Y! user for his fit with every category. Re-score daily Varying User Scores EXAMPLE PRODUCT CATEGORY Target your ads to users who get highest ‘relevance’ scores in the targeting categories you choose

Many major commercial categories … And more …. For even narrower targets, filter each Behavioural interest category with gender, demographic and other targeting solutions. Finance Bank Accounts Credit Cards Investment Insurance Loans Real Estate Services Local Wireless Gas & Electric Entertainment Games Movies Television Gambling Travel Europe Americas Air Lodging Rail Autos Econ/Mid/Luxury Saloon/Coupe/SUV Tech Hardware Software Consumer Mobile Retail Apparel Gifts Home FMCG Personal Care Other Health Parenting Moving

UK Case Studies

Finance | Bank Accounts Users searched keywords such as: Bank Account Savings Account Best Bank Account Providers 100.000 people looking for Bank Accounts. Banking Section in Yahoo! Finance Compare Banks function in Yahoo! Finance Banking Survey in Yahoo! Groups Includes users anywhere on the Yahoo! Network who actively seek Bank Accounts. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. +86% CTR Lift Results from a recent client campaign on Yahoo! UK & Ireland Users visited pages such as: Yahoo! Behavioral Targeting Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this behavioral interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: Jan 2007

Cars 1.226.000 people looking for Cars. Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this behavioral interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: Jan 2007 Includes users anywhere on the Yahoo! Network who have demonstrated active interest in Autos. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. Results from a recent client campaign on Yahoo! UK & Ireland +30% CTR Lift Users searched keywords such as: Used Car Renault Clio 2007 SUV BMW MINI Users visited pages such as: Yahoo! Behavioral Targeting Yahoo! Cars Section Cars related groups in Yahoo! Groups Cars related news articles in Yahoo! News

FMCG | Beauty & Personal Care 428.000 people looking for Beauty Care. +53% CTR Lift Makeup Lipstick Perfumes Shampoo Hair & Makeover section in Yahoo! Groups ‘ What’s the best shampoo?’ in Yahoo Answers! Women’s Fragrances section in Yahoo! Shopping Includes users anywhere on the Yahoo! Network who have demonstrated active interest in beauty products and services. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this behavioral interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: Jan 2007 Results from a recent client campaign on Yahoo! UK & Ireland Users searched keywords such as: Users visited pages such as: Yahoo! Behavioral Targeting

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Additional UK Case Studies

Telecommunications 4.500.000 people looking for Telco products & services. Includes users anywhere on the Yahoo! Network who actively research products and services related to Telecommunications. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. Results from a recent client campaign on Yahoo! UK & Ireland +136% CTR Lift Users searched keywords such as: Ring tone Sony Ericsson 700i Mobile Deals Users visited pages such as: Yahoo! Behavioral Targeting Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this behavioral interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: Jan 2007 Yahoo! Mobile Mobiles on Yahoo! Shopping Mobile Phone in Yahoo! Groups

Entertainment | Television 2.000.000 people looking for television entertainment. Includes users anywhere on the Yahoo! Network who actively research products and services related to Television Entertainment. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. Results from a recent client campaign on Yahoo! UK & Ireland Users searched keywords such as Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this behavioral interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: Jan 2007 Yahoo! Behavioral Targeting Soap News in Yahoo! TV Gossip section TV Listings in Yahoo! TV Entertainment News in Yahoo! News Desperate Housewives News Programme TV Listings Sports +54% CTR Lift Users visited pages such as:

U .S. Case Studies

Telecommunications | Cell & Wireless Services 2,800,000 people looking for cell & wireless services. +475.8% CTR Lift Yahoo! Behavioural Targeting Prepared for Client name Ring Tones Cell Phones Cingular T-Mobile Yahoo! Mobile Wireless section in Yellow Pages Mobile Phones & Plans in Shopping Includes users anywhere on the Yahoo! Network who actively research products and services related to Cell & Wireless Services. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. +291.5% Conv Lift Example search terms qualified for this target: Example Yahoo! Pages visited: Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Conversion is the number of qualified leads from clicks over number of impressions served. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: March 2006 Results from a recent client campaign on Yahoo! Network

Finance | Insurance | Autos 1,600,000 people looking for car insurance. Yahoo! Behavioural Targeting Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Conversion is the number of qualified leads from clicks over number of impressions served. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer. Prepared for Client name AAA Geico Progressive Auto Insurance Insurance section in Autos Auto Insurance area in Finance Auto Insurance section in Yellow Pages Includes users anywhere on the Yahoo! Network who actively seek Auto Insurance. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. +73.5% CTR Lift +376.1% Conv Lift Example search terms qualified for this target: Example Yahoo! Pages visited: Date: March 2006 Results from a recent client campaign on Yahoo! Network

Autos | Sedan 396,000 people looking for sedans. +302.9% CTR Lift Yahoo! Behavioural Targeting Prepared for Client name Ford Focus Alero Honda Accord Lexus Sedan Nissan Maxima page in Groups Audi A4 Make & Model page in Autos Honda Accord Kelley Blue Book Page in Autos Includes users anywhere on the Yahoo! Network who have demonstrated active interest in Sedan. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: March 2006 Results from a recent client campaign on Yahoo! Network Users searched keywords such as: Users visited pages such as:

Technology | Consumer Electronics 4,300,000 people looking for consumer electronics. +164.2% CTR Lift Yahoo! Behavioural Targeting Prepared for Client name DVD Digital Cameras Best Buy iPod Yahoo! Mobile Consumer Electronics section in Shopping Mobile Phones in Clubs Includes users anywhere on the Yahoo! Network who actively research Consumer Electronics related products. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. Example search terms qualified for this target: Example Yahoo! Pages visited: Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: March 2006 Results from a recent client campaign on Yahoo! Network

Technology | Computer Hardware 3,800,000 people looking for computer hardware. +64.1% CTR Lift Yahoo! Behavioural Targeting Prepared for Client name Computer Webcam Router Dell Computers in Shopping Semiconductors section in Message Boards Computer Hardware section in Clubs Includes users anywhere on the Yahoo! Network who have demonstrated active interest in Computer Hardware. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. Example search terms qualified for this target: Example Yahoo! Pages visited: Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: March 2006 Results from a recent client campaign on Yahoo! Network

Telecommunications 1,100,000 people looking for telco products & services. +250.1% CTR Lift Yahoo! Behavioural Targeting Prepared for Client name Includes users anywhere on the Yahoo! Network who actively research products and services related to Telecommunications. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. Category profile is the aggregate of the following subcategories: Cable Cell & Wireless Services Internet Access Local Service Long Distance Satellite +30.4% Conv Lift Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Conversion is the number of qualified leads from clicks over number of impressions served. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: March 2006 Results from a recent client campaign on Yahoo! Network