Las Vegas, Nevada–A new version of the Yahoo Ad Manager was unveiled yesterday, courtesy of Scott Burke, the tech company’s senior vice president of advertising technology at the 2014 Consumer Electronics Show.
The new interface will introduce some new tools and will put ad units into one of four categories: native, audience, premium, and search. In addition to these changes, Burke also announced his company will now be powering Tumblr Sponsored Posts.
The Yahoo Ad Manager Changes
Though three of the four categories’ namesakes speak for themselves, the “audience” isn’t quite as clear. This category is designed by the tech company to provide businesses with “a better way to buy ads targeted to specific audiences.”
In addition, other changes include a new unified suite of digital advertising products for premium and audience-focused display, native and search advertising.
Burke later stated to TechCrunch the primary reason for the overhaul was to address issues marketers had with the old ecosystem. The complaint centered on the perception the previous interface had become to large, and users wanted a more consolidated environment in which to create and buy ads.
Recent Yahoo Developments
Yahoo has also purchased mobile app Aviate, which auto-categorizes applications on Android devices. The company also introduced a News Digest for iPhone and iPod touch which uses Summly.
Yahoo has enjoyed some success in its efforts to capture a larger audience. In October 2013, its sites beat out Google’s sites. Conversely, both Yahoo and Bing failed to gain search market share, while Google remained the largest used search engine on the internet.