Yahoo Unveils Genome, New Service to Make Ads More Transparent

Yahoo's Rich Riley took the stage after an introduction by Oakland A's general manager Billy Beane

Yahoo will launch Genome, a data analytics service targeted toward marketers, in July, Rich Riley, Yahoo's EVP of the Americas, announced on Monday in New York.

Riley (pictured left) said Genome is the product of Interclick, which Yahoo acquired last year, and data from Yahoo's various sites. It will provide marketers with a transparent tool for purchasing ads.

"Marketers clearly want to understand where their money is going," Riley told a crowd of about 200 at the kickoff event for Internet Week, a weeklong festival celebrating New York's tech scene.

Yahoo has partnered with AOL, MSN and "other comScore 1000 publishers" to offer an inclusive set of data to marketers to influence their ad campaigns.

The company purchased Interclick in November for a reported $270 million, hoping it would help Yahoo earn a premium on its advertising real estate.

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Yahoo remains one of the largest sellers of display advertising on the web, but it has lost ground to Google and Facebook over the past several years. According to comScore, Yahoo's share of the online display ads market is about 11 percent.

The Interclick deal was overseen by Ross Levinsohn, the company's new CEO who at the time held Riley's position. CEO Scott Thompson resigned on Sunday after just four months on the job due to a snafu regarding his resume.

Yahoo's board announced on Sunday that Levinsohn would take over on an interim basis. At Monday's event, there was no mention of the latest executive shuffle at the Sunnyvale, Calif.-based company. 

When reached at the event, a Yahoo spokeswoman, clutching a stack of Sunday's press release on the CEO change, declined to comment.

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Riley took the stage after Billy Beane, the general manager of the Oakland A's, who spoke at length about how he synthesized data into his management of the team.

Beane, the subject of Michael Lewis' book "Moneyball" and the subsequent film adaptation, was one of the first executives to use advanced data in evaluating baseball players. That practice is now common place and the A's have regressed mightily since the halcyon days of Beane's "Moneyball" approach.