Yahoo Gemini Adds Custom Audiences For In-App Actions And CPA Target Optimization

Yahoo Gemini rolled out a couple of new features ahead of the big holiday shopping push.

Conversion Optimization For CPA

Advertisers can now set cost per acquisition (CPA) targets for automated bid optimization strategies.

You’ll need to have Yahoo’s universal tracking pixel, Dot, set up on your site and enough conversion data gathered in order to use a conversion-based bidding strategy.

Target Based on In-App Actions

Advertisers can now target users based on the actions they’ve taken in an advertiser’s own app.

With this new option for Custom Audience targeting in Gemini, advertisers can set up audiences based on the types of actions they’ve taken in the advertiser’s app. This also relies on Yahoo’s Dot pixel, which will need to be implemented in your app.

Expanded Preferred Partner Program

After launching the Yahoo Preferred Partners Program in July, Yahoo also announced last week that the program has exapanded to include SEM, small business service providers and feed manager solutions, including CDK Global, Dex Media, Didit, Ensighten, ESV Digital, Hibu, LBN Partners, Merkle, Web.com and YP.

Yahoo says ad spend through the partners has increased 112 percent since July.

About The Author

Ginny Marvin

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.

(Some images used under license from Shutterstock.com.)