● Covered by 1 source · 1 reportLow impact1 positive
Yahoo integrates Amazon Bedrock to enhance search retargeting in its DSP
Key points
- Yahoo DSP now uses Amazon Bedrock for Search Retargeting.
- Bedrock integration improves understanding of search intent for ad targeting.
- Replaces older Word2Vec + LSH method.
- Aims for more relevant ad experiences across channels.
Yahoo DSP Enhances Search Retargeting
Yahoo has integrated Amazon Bedrock into its omnichannel Demand-Side Platform (DSP) to enhance its Search Retargeting (SRT) capabilities. This update aims to connect user search intent with relevant ad experiences across various digital channels.
The Yahoo DSP allows advertisers to purchase ad inventory across multiple exchanges and channels. The integration of generative AI through Amazon Bedrock is intended to improve audience targeting within this platform.
Addressing Previous Limitations
Previously, Yahoo's SRT architecture relied on a Word2Vec embedding model combined with locality-sensitive hashing (LSH). This method had limitations, including an outdated vocabulary, a focus on phrase-based searches rather than specific entities, and reliance on syntactic similarity for keyword expansion.
The multi-step process involved canonicalizing keywords, generating embeddings, indexing them, performing LSH searches, filtering sensitive terms, and ranking results.
Impact of Amazon Bedrock Integration
The adoption of Amazon Bedrock is intended to provide a more sophisticated understanding of search queries. This allows Yahoo to identify and engage users based on their search activity on Yahoo and integrated partner systems with greater accuracy.
The goal is to deliver more relevant advertiser campaigns by creating audience segments based on shared interests, demographics, or behaviors, which are then used by targeting systems for ad serving.
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Reporting from
Yahoo has integrated Amazon Bedrock into its Demand-Side Platform (DSP) to improve Search Retargeting (SRT) capabilities. This integration allows Yahoo to use generative AI for better understanding of search intent and more relevant ad targeting, moving beyond the limitations of its previous Word2Vec + LSH approach.