One of the biggest challenges facing CMOs is the explosion of Big Data coming in larger volumes, greater variety and faster velocity. Marketers should transform Big Data to Smart Data from four perspectives: Audience Discovery, Personalization, Optimization of Marketing Channels and Understanding of Customer Behavior.

“Smart Data powered programmatic but it did not mean automatic only. Marketers should bring data-driven marketing into the audience centric programmatic environment for better planning and management.” said Mike Bevans, Senior Director of Advertising and Publishing Product Marketing for Yahoo.

Yahoo Audience Ads and Yahoo Ad Manager
Yahoo Audience Ads is a programmatic solution for future media buying including five major components:

By turning ‘Big Data’ to ’smart data’, it helps advertisers achieve better ROI by marrying robust data, sophisticated technology and engaged consumers at scale.

Ad Manager Plus is a new platform to plan, execute and optimize complex display ad campaigns directly. The new ad platform allows advertisers greater control over the performance of their ads on Yahoo and third-party programmatic inventory.

The uniqueness of Yahoo ad solutions is its close consumer relationship, complete reach to cross channels, smart data, deep insights and dynamic analytics. Yahoo Hong Kong offers managed services for advertisers who need custom audience definition, richer campaign measurement and insights, access to exclusive inventory, varied pricing options, and full-service optimization.