Yahoo! Brings Changes Through Display Ads

While Yahoo! Struggles to compete with search engine giant, Google, it is obvious that Yahoo! is attempting to make changes to its search engine. According to Adage, “Yahoo! is binding its search business more tightly to its market-leading display-ad business”. Yahoo! is calling this search retargeting, which means the company will start targeting display ads based on searches performed.

How will this affect Yahoo! as a search engine company? Display will become a more valuable source. Additionally, the display ads will be more targeted, allowing for a higher quality of traffic to the websites that are advertising. This is because the search terms performed by users will be used to generate ads. Nevertheless, Yahoo!’s new approach might not be enough to gain momentum against Google. What other things could Yahoo! do to give themselves a more competitive edge?