Yahoo stores users’ search queries

That banner ad you see today on a Yahoo page may have been triggered by a search you did on the company’s search engine two days ago.
That is because Yahoo tracks users’ queries on its search engine and, based on that information, tailors the graphical ads it beams at them later throughout its network of sites.In this advertising program, called Yahoo Impulse, Yahoo captures a user’s query terms and categorises them. For example, a user who searches for the term “credit card” will be tagged as someone who is interested in the broader “financial services” category, said Usama Fayyad, senior vice president and chief data officer at Yahoo.Then that user will be served graphical ads, such as banner ads, from participating advertisers in that financial services category while he is in the network of Yahoo sites, Fayyad said. For more on this visit here

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