May
02
Oath gets to know shoppers through their Yahoo emails
Posted in: Uncategorized
Oath, the newly formed Verizon division that combines AOL and Yahoo, is turning electronic receipts into shopper-marketing data for advertisers.
As Oath starts to connect disparate properties, from Verizon’s mobile business to Yahoo Mail, one of its top selling points is the ability to decipher shopping behavior by analyzing email, ad executives say.
“There’s a lot of sensitivity around Oath’s promotion of this kind of tactic, but they are pushing it hard as a capability they have,” says one agency executive, who asked not to be named to discuss a delicate subject. “This allows you to make marketing decisions based on actual purchasing insight.”
Post a Comment