Interclick acquisition closes; Seth Dallaire outlines what that means and what's ahead On November 1, Yahoo! announced its intention to acquire interclick , a technology company that provides innovative audience-targeting solutions for data-driven advertising. Today I'm proud to announce that the acquisition has closed , and interclick is officially part of Yahoo! This acquisition underscores our focus on enhancing the performance of our display business across Yahoo!

More power and flexibility for publishers, developers and site owners How refreshing is it to have an acronym that's clear and direct? Yahoo! Search BOSS )Build your Own Search Service( is used by thousands of publishers, developers and site owners to do exactly that-build their own innovative online search services and products that leverage Yahoo! technology and data. So, welcome the new BOSS: Yahoo!

Seth Dallaire discusses Yahoo!'s decision to change access policies for its ad inventory You may have read recent media coverage about Yahoo!'s decision to limit the availability of Yahoo! Network Plus inventory to certain seatholders on the Right Media Exchange )RMX(. I'm writing this post to give you context about why this decision is so important in improving Yahoo!'s relationships with its valued advertising partners. Yahoo!

From personalization to monetization, with a cool demo, too Even in an industry accustomed to revolutions, tablets are a digital media phenomenon. Led by the iPad, tablets are growing at a ferocious rate )nearly 400 million forecast to be sold by 2014( because they offer an entirely new mobile computing experience that deeply engages users. The new Livestand from Yahoo! living magazine app makes the most out of the iPad experience for users, advertisers and, especially,

More data and new tools help hyperlocal campaigns hit their targets David Staas, JiWire Here's a sobering statistic for online marketers: 93% of all retail sales in the U.S. happen in brick-and-mortar stores, not on the Internet. The good news is, online campaigns can drive offline sales by targeting specific areas or groups of consumers in and around retail outlets-sometimes convincing consumers to drive five or ten miles to a store by offering them localized content,

Also: Yahoo!'s new audience targeting solutions; NFC "on the cusp" of breaking out; update on Right Media Exchange; iPad demographics; and more Publishers get on their SOPA boxes: Congress is considering a new law, called the Stop Online Privacy Act )SOPA( that worries many major online publishers. If passed, SOPA would give the government the power to shut down or "blacklist" websites that violate copyright laws-which, says Digiday's Jack Marshall,

Yahoo!'s Tony Chen draws a tasty analogy between personalized ads and spaghetti sauce Yahoo!'s interactive Smart Ads , which can create personalized ads tailored to individual consumers, were a featured solution at last week's ad:tech New York event, so we asked Tony Chen, Smarts Ads product manager, to give us the low-down. By his own rough estimate, Tony has described Smart Ads about a million times. His favorite way to convey the power of the Yahoo!

Walter Isaacson, fruit smoothies, Superman at our Slate party and more ad:tech New York is part university, part circus and part party all rolled into one, and we have the photos to prove it. Keynotes from FTC Chairman Jon Liebowitz, Steve Jobs' biographer Walter Isaacson )right(, and Yahoo! social media expert Ashmeed Ali taught us a few things. The Yahoo! booth )A1324( is an oasis in a digital marketing desert,

FTC Chairman talks about online advertising's party of the century and consumer privacy The place was packed and the crowd was buzzing in anticipation of FTC Chairman Jon Liebowitz's talk on Tuesday afternoon, "It's Not a Private Party"When Consumers Discover that the Drinks Aren't Really Free." Leibowitz thanked the crowd for "hosting a party in cyberspace," and noted that from 2000 to 2010,

Personalized, visually stunning and available at the Apple app store today If you own an iPad ® , here's a new must-have app. And if you don't own one, Yahoo! is giving you a great reason to get one. Today, Yahoo! announced the availability of Livestand from Yahoo! , a personalized living magazine app designed first for the iPad and now available as a free download in the Apple Store. Livestand weaves together content from Yahoo!

The pending acquisition will bring top sales team and audience-targeting technology to Yahoo! As the online marketplace grows larger and more complex, it's harder for marketers to find and target the right audiences for their messages. Yahoo! continues its commitment to investment in the performance display space by agreeing to acquire interclick,

Plus: Five ways to get your banners noticed; doing good is good for business; and how to connect with baby boomers Publishing is a lot more than posting: This should be the Golden Age of Brand Publishing, says Digiday's Neil Chase, where brands use all the digital publishing tools in the box to truly communicate with consumers and build tight bonds. Fact is, many publishers post a lot, but get little in return.

Plus: Holiday shoppers go mobile; publishers like real-time bidding; and SEO myths debunked You're not paranoid if they're really watching you: 65% of consumers know they're being tracked online for advertising and marketing purposes, says a McCann Worldgroup survey. Though 20% say they block it by disabling cookies in their browsers, many told researchers they like interest-based ads, and some say they even try to manipulate advertisers into sending them ads.

Right Media invites seat holders to join a pilot program for audience-sharing solutions "Ready, fire, aim" is not going to win you any marksmanship medals, and it's not the best way to target your online ad campaigns, either. To precisely target your desired audience, start by using your site data to create customized audience segments through Yahoo! Web Analytics' audience-definition capabilities.

Also: Yahoo! Search focuses on answers, not links; obsess your way to success; and fine-tune your QR code campaigns Debunking "banner blindness" syndrome: Some critics say banner ads aren't effective and even produce a "blinding effect" that makes them invisible to viewers. " Pish-tosh! ", counters Natalie Drugan of Adotas, citing an Online Publishers Association study in which 90% of viewers said they noticed banner ads within 10 seconds,

Caitlin Hegarty shares lessons learned from her first Ad Week Day Two of my first Ad Week is over! Before heading to the Digitas event at the Astor tonight, I wanted to share some lessons learned, and offer hard-won advice to future first-time Ad-Weekers: Don't wear heels )women or men!(: From the walking back and forth on cracked sidewalks to standing in packed rooms at conferences with no seats left, they just don't work.

Enhancements give seat holders greater control over targeting audiences by location Right Media has enhanced its geotargeting capabilities, providing seat holders with greater choice, specificity and flexibility when targeting audiences by location for their campaigns. Seat holders can now book campaigns by city and regional )county( levels from an expanded list of cities and countries. In addition,

Also: Secrets of Android users; rip out that dumb digital plumbing; now context is king Mobile isn't just for big brands anymore: Local mobile advertising will jump from $404 million in 2010 to $2.8 billion in 2015-but today, local mobile ads are driven by national advertisers. It's time for small and mid-sized businesses to get on board, and Craig Hagopian of ClickZ has some pointers . Inside the world of Android users: As a die-hard iPhone guy,

Also: Yahoo!'s new women's programming; settling the CPM vs. CPA feud; small and midsize businesses go big on digital Lockout over, fans and marketers flock to Fantasy Football: When the NFL regular season kicks off Sept. 8, more than 30 million fantasy football players will take the imaginary field. Marketers rejoice because these uber-fans spend three times as much at sports sites than non-fantasy players. Talk about pent-up demand-player signups for Yahoo!

Part of an ongoing series of tips and features for Right Media Exchange members Location, location, location. The old real estate mantra stressing the importance of buying in the best neighborhoods also applies to online advertising. Putting your ad in the wrong place is, at the least, a wasted opportunity. And sometimes it can be downright embarrassing: for example,