Yahoo! Labs Launches AdLabs to Advance the Science of Digital Advertising
SUNNYVALE, Calif. --(Business Wire)--
Yahoo! Inc. (NASDAQ: YHOO) today announced the launch of Yahoo! AdLabs, a group focused on providing scientific leadership to the industry and accelerating innovation in digital advertising products through Yahoo! Labs (http://labs.yahoo.com/), one of the world's premier industrial research organizations.
"Yahoo! Labs has been instrumental in developing Yahoo!'s (News - Alert) advertising products, laying a foundation of scientific research and innovative data analysis, supporting everything from the world's most advanced display advertising marketplace to the world's most effective ad targeting capabilities," said Dr. Prabhakar Raghavan, Yahoo!'s chief scientist and head of Yahoo! Labs. "AdLabs will build on this success and break new ground in combining scientific rigor with a deep understanding of the practical needs of marketers."
Since its founding in 2005, Yahoo! Labs has produced powerful studies on online advertising, created the new scientific discipline of Computational Advertising, and generated numerous insights into consumer behavior and advertising metrics (see addendum for a sample of recent projects).
With the launch of AdLabs, Yahoo! also released the latest results of its breakthrough, multi-part study of online advertising in the retail industry, that uses a controlled experiment conducted at unprecedented scale to quantify the effects of one of the most important new levers available to online marketers in 2011, hyperlocal ad targeting. The results included:
"Successful campaigns change perceptions about brands and increase sales. Marketers need new, breakthrough, scientifically-tested methodologies to drive these important metrics," said Ken Mallon, vice president and head of Yahoo! AdLabs. "Yahoo! has the scale to measure the impact of many campaigns and the breadth of expertise to produce the new models and innovations that will move the digital advertising industry forward."
"As media models fragment, so too do the models for understanding their effectiveness. At the same time, with more people doing more online and adspend going up, marketers need answers more than ever," said Ted McConnell, executive vice president, Advertising Research Foundation. "Yahoo!, with its diverse but integrated palette of options, provides a great Petri dish for experimenting with new measures. I, for one, am delighted that Yahoo! is taking this challenge head on, and I feel certain the entire industry will benefit."
For more information on Yahoo! AdLabs, please visit the Yahoo! Advertising blog (http://www.yadvertisingblog.com/blog/).
ADDENDUM: Yahoo! Labs - New research and insights into online advertising and consumer behavior
Yahoo! Labs is a leading industrial research and development organization focused on the science and technologies of the Internet. Its mission is to advance the state of the art across its areas of focus and create insights, driving the next generation of businesses for Yahoo!.
At Yahoo! Labs Winter Science Week on February 1-4, 2011, Yahoo! gathered the company's leading scientists to examine the most important trends and questions about the future of the Web. Research at the event showcased the company's expertise in the field of online marketing and advertising - most notably in Yahoo!'s ability to rigorously measure and quantify the effects of advertising.
Highlighted topics include:
Yahoo! (NASDAQ: YHOO) is an innovative technology company that operates the largest digital media, content, and communications business in the world. Yahoo! keeps more than half a billion consumers worldwide connected to what matters to them most, and delivers powerful audience solutions to advertisers through its unique combination of Science + Art + Scale. Yahoo! is headquartered in Sunnyvale, California. For more information, visit the pressroom (pressroom.yahoo.com) or the company's blog, Yodel Anecdotal (yodel.yahoo.com).
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