About Smart Ads. We can’t wait to put the pedal to the metal and see how great this stuff works. We’ve been planning a large campaign with Yahoo!/Smart Ads for a couple of months now and have great expectations as to its ability to drive consumers from the Web, to our clients retail partner stores!

Having just attended the iMedia Agency Summit (see the picture of the pretty Lost Pines Resort in Austin) where Mitch Spolan formally introduced the technology alliances, it was really interesting for us to see how our Agency peers would respond to Smart Ads’ offering. Mitch did most of the talking with hand-offs to Peter Kim, who ‘owns’ the Smart Ads product for Yahoo! I’m pleased to say that our peers seemed really stoked about it, and some were matter-of-factly trying to figure-out how to port-over the data from Smart Ads to/thru their respective ad serving and tracking dashboards.

I must say, Mitch took a HUGE risk in setting expectations really high for those of us in the room based on a recent case study with a major mass market retailer, boasting the following declarative statement (and I paraphrase)…”the results from the dynamic creative delivery drove similar results for the advertiser to their SEM campaigns”!

I only hope the expectations now aren’t artificially unattainable!

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