22 Jan '15, 2pm

YP Introduces Cross-Device Retargeting With Local Search Query Data

Local search provider YP (formerly Yellowpages.com) is introducing a new cross-device retargeting capability directed at national advertisers. It combines the company’s high-intent local query data with cross-screen behavior and ad exchange mobile display inventory. To accomplish the cross-screen retargteting, YP is working with vendor Tapad and its “Device Graph ” methodology. Device Graph combines probabilistic and deterministic data to find users who’ve done local searches on YP when they’re on other devices and using other apps and sites. Whether it’s local-intent search or e-commerce buying behavior, multiple screens are now routinely involved in consumer purchase behavior. Cross-screen advertising or retargeting is becoming necessary to mirror that consumer behavior. The question, however, is the accuracy and reliability of the data and approach. Multi-screen consume...

Full article: http://searchengineland.com/yp-introduces-cross-device-re...

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