We've Got Hollywood Covered

Yahoo Officially Launches Genome, Making Making Ad Data More Transparent to Advertisers

Two months after unveiling the service, Yahoo has already brought on BMW and STP fuel as initial customers

Yahoo launched its Genome advertising service Monday, roughly two months after the company unveiled the new product at Internet Week in New York.

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 and tracking ads.

"Marketers clearly want to understand where their money is going," Rich Riley, EVP of the Americas, told a crowd in SoHo at the announcement in May.

Also read: Yahoo Unveils Genome, New Service to Make Ads More Transparent

BMW and STP are among the first big brand marketings to sign on to the service.

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.