Media

Ignoring Thompson turmoil, Yahoo debuts big data app called “Genome” at Internet Week

yahoo-rich-riley-genome-debut

yahoo-rich-riley-genome-debut

Fresh off Scott Thompson’s resignation as CEO of Yahoo last night, Yahoo put its best face forward at the start of Internet Week with the announcement of Genome, “big data” software to help advertisers better figure out their customers.

Yahoo’s EVP of Americas Rich Riley (pictured) took the stage to introduce Genome following a keynote by Oakland A’s General Manager Billy Beane, whose story was told in the film Moneyball. Not surprisingly, Riley did not mention Thompson’s resignation or even allude to what was happening at the company. He instead tightly focused on pitching Genome and how it would enable advertisers.

“A genome is a complete set of genes,” Riley said. “Just like that, Genome gives you a multi-dimensional view of consumers.”

Genome, which has nothing to do with actual genomes and everything to do with targeting advertisements, is based on analysis software made by Interclick, which was acquired by Yahoo in Nov. 2011 for $270 million. Interclick’s self-service audience recommendation application has been revamped and better integrated with Yahoo’s data.

Yahoo’s press release includes the following points to explain why advertisers would want to use Genome:

– Unmatched data set: In order to provide a multi-dimensional view of consumers, Genome provides access to an expansive and diverse data set comprised of Yahoo!’s proprietary data — including registration, search and behavioral data — as well as integrated advertiser information, and data from industry-leading partners.

— Premium media footprint: Genome allows marketers to directly access Yahoo!’s guaranteed and non-guaranteed premium inventory, as well as inventory available from the Yahoo!, AOL, and Microsoft partnership announced in November, and comScore Top 1,000 publishers – all in transparent and brand safe environments.

— Actionable insights and analytics suite: From predictive modeling techniques to information design, Genome’s analytics helps marketers sort the big data landscape. This portable suite leverages leading campaign and user analytics to anticipate, optimize, and measure audience performance, turning insights into actionable media executions; marketers can carry their strategies across media plans with partners.

— Best-in-class audience technology: This proprietary data valuation technology is designed to work with massive data volumes, real-time marketplaces, and multi-vendor solutions, with increased efficiency to help meet marketers’ marketing goals. Genome’s core technology is OSM, an innovative and interconnected technology stack that manages diverse data sources to provide an innovative approach to uncovering optimal audiences at scale, resulting from Yahoo!’s acquisition of interclick.

— Privacy: As a recognized leader in developing privacy-enhancing tools for consumers and a member of the NAI and DAA, Yahoo! understands the importance of consumer trust and privacy. Yahoo! provides transparency about our data collection and use practices and extends several tools to empower consumers to manage their experience, such as a global opt-out, Ad Interest Manager for visibility and control over specific interest categories, and we’re now among the first in the world to support Do Not Track.

Riley said Genome will be available some time this July.

Yahoo is the lead sponsor for this year’s Internet Week conference in New York City, but with the Thompson ouster drama happening, we’re pretty sure the company wouldn’t have minded sitting this one out.

Rich Riley photo: Sean Ludwig/VentureBeat