1) The document discusses using online consumer behavior to identify target groups with purchase behaviors and serve them targeted ads as they browse Yahoo to measure the impact on offline retail sales. 2) A four step process is outlined: segment consumers, develop a purchase model, serve ads to targets, and analyze sales impact. Testing showed a 14% sales uplift and $0.52 average difference for exposed vs unexposed buyers. 3) Over 400 programs have run so far, averaging a 31% short-term sales uplift and $2-$5 ROI for every $1 spent. The biggest driver of incremental sales is targeted reach rather than click-through rates.

1. The Future Is Relevance

2. Why Is This Important?

4. onsumer Connect, Linking Online Behaviour
o Offline Sales

5. TEP 1 STEPS 2-3 STEP 4
egment consumers to Develop purchase-based Conduct Sales Impact
dentify meaningful target model; Serve ads to target Analysis focusing on offline
roup(s) with purchase consumers as they travel purchase behavior
ehavior through Yahoo!
LOW LOYAL
4.32
COMPETITIVE
3.80
BUYERS
Advertised Brand
Exposed Unexposed
VY CATEGORY
BUYERS
Difference $0.52
Percent Difference +14%
Significance Level 97%***

6. Over 400 programs run to date
Average short-term sales uplift
thus far: 31%
Average ROI: $2-$5 in retail sales
for every media dollar spent
Biggest driver of incremental
sales is targeted reach
No correlation between click thru
rates and sales

7. The Future Is Relevance

8. Relevance At Scale