By Sahil Patel
Yahoo is partnering with Starcom to co-create and deliver relevant video content/ads to Yahoo users.
In a post on its Ad Blog, Yahoo says the deal with Starcom “combines Yahoo’s original video content, custom data, and advanced advertising technology to redefine how we target online video content — delivering exceptional video experiences to users alongside new, brand-relevant opportunities.”
Essentially, Yahoo will analyze search data as well as video consumption habits across its portfolio of sites to determine what’s resonating among the community. The company will then package that information with audience data from brands to create original content (spanning categories like comedy, entertainment, finance, sports, and health and wellness) that its users are most likely to watch it.
As part of the deal, Starcom clients like Allstate, Kraft, and Hallmark will access to Yahoo’s in-house production studio. These clients will also get a first look at this new offering — the chance to sign on as launch partners.
Terms of the deal were not disclosed.