Yahoo has partnered with ecommerce enablement software MikMak to offer add-to-cart functionality and ecommerce analytics for advertising campaigns on its properties, which include Yahoo Finance, TechCrunch and AOL.
CPG advertisers can now offer consumers a multi-retailer checkout experience directly from their Yahoo native ads and display inventory, allowing consumers to make a purchase from their preferred retailer. The partnership also will give brands access to MikMak Insights about the effectiveness of their campaigns and activity across major online retailers, using metrics such as add-to-cart rate, retailer sales, product interest and category benchmarks. MikMak Insights will give brands access to increasingly valuable first-party data on their shoppers, including consumer demographic, psychographic and behavioral data.
“The key for brands to achieve ongoing success is to continue connecting with customers across the shopping journey, offering them choice and a premium commerce experience, while using a data-driven retail strategy to deliver a heightened level of personalization for consumers,” said Yahoo in a company blog announcing the new partnership.
Yahoo’s move to make its advertising products shoppable mirrors the current retail media trend. A growing number of retailers — Best Buy, Tesco, AutoZone and Ulta Beauty, to name just a few recent entrants — are adding on-site advertising for their CPG partners, Yahoo is looking to streamline the path to purchase for its own CPG advertisers by enabling consumers to buy directly from ads across its media properties.
For several years Yahoo has been working to make its content and platforms shoppable, with initiatives such as the In The Know shopping network, a Yahoo Mail inbox shopping feature launched in partnership with Walmart in July 2020, and its recent partnership with Shopify. The company also announced plans for an online marketplace with integrated advertising in early 2021 that has yet to materialize.