Between its CEO search and patent war with Facebook(s FB), the past few months have been especially rocky for long-beleaguered Yahoo(s YHOO). But that, apparently, hasn’t delayed the company’s plans to roll out its big data ad tool Genome.
Two months after unveiling it at Internet Week in New York (where the company brought in Oakland A’s general manager and Moneyball inspiration Billy Beane to help make the announcement), Yahoo today said that Genome is live and in use by brands including BMW and STP.
The new tool combines Yahoo’s significant collection of data, analytics, technology from its Interclick acquisition last year and partnership with Microsoft and AOL to help marketers define and understand the best audience targets for their campaigns.
“It’s a holistic combination of data inputs, premium supply and actionable analytics that can help marketers achieve their objectives from the top to the bottom of the funnel,” Peter Foster, general manager of audience and performance advertising at Yahoo, said in a blog post.
Genome lets marketers create target audiences from Yahoo’s own user data, which includes 76 percent of the U.S. population; Yahoo search data, from more than 300 million daily global queries; and data from more than 25 leading data providers, including BlueKai and eXelate. Foster told Adweek that Yahoo has bulked up the Genome sales staff by 50 to 60 percent anticipating demand.
Yahoo crunches plenty of user data so Genome is a smart way for them to maximize its value. But, as my colleague Derrick Harris noted when the company first announced the tool, it may be a case of too little, too late. Several other companies also combine big data and analytics to help marketers figure out how to allocate their budgets. But, Yahoo does have its size and supply of premium inventory (from its own properties, the AOL and Microsoft partnership comScore’s top 1,000 online publishers) on its side.