15. Data-Driven Dynamic Ad Products for Publishers

Most of the discussion in this book has been about marketers personalizing advertising and using data they have collected or have access to. In many cases, though, marketers who do not have the knowledge or infrastructure to launch personalized ad campaigns may still want to try it out or even potentially just have someone else figure it out for them. In these cases, dynamic advertising platform providers and publishers can help brands get started while they invest in their own internal capabilities.

Certain large publishers have been offering such data-driven dynamic ads. For example, Yahoo has offered “Smart Ads” for some time now, using Yahoo Weather, Yahoo Finance, and other data. eBay and ...

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