Yahoo launches big data analytics tool for online advertisers

Yahoo today launched a new tool for online advertisers designed to take advantage of the company’s extensive experience with big data analytics.

The tool, called Genome, is designed to help companies deliver more targeted online advertising and marketing campaigns. Genome is scheduled to become available in July and will let online advertisers sift through and analyze massive amounts of behavioral and advertising-related data gathered from Yahoo’s networks as well as those of interclick, a company Yahoo acquired in December.

The tool will also let advertisers bring in their own data, mash it up with Yahoo’s data sets and run analytics on the combination, Yahoo said in a statement.

“Genome is the culmination of a strategy that was put in place last year with the display ad agreement with Microsoft and AOL as well as the acquisition of interclick,” Yahoo said. It will help “marketers organize and navigate the chaos of the data ecosystem while delivering results that can build brand value, increase conversion rates and grow revenue.”

Yahoo’s Genome announcement comes just a few weeks after Google touted BigQuery, a service that lets enterprises upload and analyze massive amounts of data on Google’s cloud infrastructure. Google’s service differs from Genome in that it is designed to let enterprises use Google infrastructure for analyzing their own data sets for different applications. Genome is targeted specifically at marketers and will allow companies to leverage Yahoo’s data sets in addition to their own.

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