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BizReport : Advertising archives : May 13, 2014

Ad Roundup: Yahoo's Gemini, a B2B suite and a new m:comm offering

This is a busy week for releases: we've got new mobile units from Yahoo, a new mobile commerce solution and a way for B2B brands to manage campaigns and spending in a single dash. Read on for details:

by Kristina Knight

First, Yahoo Gemini has been released to the wild. The platform uses native ads in the mobile space to offer relevant, engaging ad content to mobile users. The ads are image-rich and integrated within content so that the consumer experience isn't diluted.

"Our new mobile ads include larger, richer graphics and photos for brand storytelling, combined with the performance brands need. While clearly marked as sponsored, the ads will look and act just like the content around them, and will appear within users' personalized content streams, article pages and image galleries across Yahoo mobile and desktop products. When people tap on the ads, they can visit the brand's site directly or view a full-screen visual for even greater interactivity and impact," writes Ned Brody, Head of Americas, Yahoo.

Meanwhile Demandbase has released the B2B Marketing Cloud, a first-of-its-kind platform set up to help businesses target their clients across the online space, control ad spending and plan campaigns from a single interactive dashboard where they can see on-site activity and CRM metrics.

"Demandbase has helped some of the largest and most innovative and ;successful marketing cloud companies in the world drive their own B2B marketing efforts," said Chris Golec, CEO of Demandbase. "With the B2B Marketing Cloud and Performance Manager, our solutions have even more impact by helping B2B CMOs regain control of their programs, and giving them the full-funnel visibility they need to drive superior performance. No other company has the patented technology to accomplish this in the B2B market."

Finally, Reflektion is launching a mobile extension of their platform, set up to help retailers optimize mobile experiences for shoppers. The platform uses machine learning and predictive analysis to ID shoppers by device and behavior, giving them a more personalized shopping experience.

"Reflektion uses predictive analytics to create more in-depth shopper profiles, including what devices a shopper uses to browse and purchase," said Reflektion's President and CEO Sean Moran. "Understanding devices and cross device purchasing patterns are an important part of how we personalize online experiences. Mobile optimization is a natural extension to Reflektion's predictive, product recommendations and personalized full search capabilities that our customers leverage to drive sales."

Image via Shutterstock

Tags: advertising, advertising tips, advertising tools, Demandbase, Reflektion, Yahoo Gemini

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