Yahoo's New 'Gemini' Tool Ties Mobile Ads and Native Search Together The tech giant makes a noteworthy move in the mobile market, but is it enough to put it on par with Facebook and Twitter?

By Kim Lachance Shandrow Feb 20, 2014

Opinions expressed by Entrepreneur contributors are their own.

Yahoo has long talked a big talk about making a bigger, better footprint in the mobile advertising game. Now, with Gemini, a tool the company just launched that combines native search and mobile ads, it just might be able to walk the walk -- or at least make a move on Twitter and Facebook's fat slice of the mobile pie.

Gemini, which Yahoo yesterday announced on Tumblr, is a self-serve all-in-one solution for native advertising and mobile search. The Sunnyvale, Calif.-based Internet giant is calling the "unified marketplace" tool the first of its kind to tie the two ad styles together. (Like twins? Presumably that's how they came up with the name Gemini.)

"With Yahoo Gemini, advertisers get the performance and ease of search, combined with the scale and creativity of native advertising," said Jay Rossiter, senior vice president of Yahoo's cloud platform group, and Adam Cahan, senior vice president of the company's mobile and emerging products division, in the announcement. "By bringing the two together, advertisers can now buy, manage and optimize their mobile search and native ad spend in one place — driving greater performance and higher impact for their businesses and brands."

Advertisers can access Gemini from the Yahoo Ad Manager, the self-service ad-buying platform that CEO Marissa Mayer introduced in her CES keynote speech on Jan. 7, earlier this year. Previously, advertisers would have had to manage Yahoo's mobile search ads using the Bing Ads platform.

Kim Lachance Shandrow

Former West Coast Editor

Kim Lachance Shandrow is the former West Coast editor at Entrepreneur.com. Previously, she was a commerce columnist at Los Angeles CityBeat, a news producer at MSNBC and KNBC in Los Angeles and a frequent contributor to the Los Angeles Times. She has also written for Government Technology magazine, LA Yoga magazine, the Lowell Sun newspaper, HealthCentral.com, PsychCentral.com and the former U.S. Surgeon General, Dr. C. Everett Coop. Follow her on Twitter at @Lashandrow. You can also follow her on Facebook here.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Most Popular

See all

Leadership

Visionaries or Vague Promises? Why Companies Fail Without Leaders Who See Beyond the Bottom Line

Visionary leaders turn bold ideas into lasting impact by building resilience, clarity and future-ready teams.

By Shawn Cole

Marketing

5 Critical Mistakes to Avoid When Giving a Presentation

Are you tired of enduring dull presentations? Over the years, I have compiled a list of common presentation mistakes and how to avoid them. Here are my top five tips.

By Cynthia Kay

Side Hustle

'Hustling Every Day': These Friends Started a Side Hustle With $2,500 Each — It 'Snowballed' to Over $500,000 and Became a Multimillion-Dollar Brand

Paris Emily Nicholson and Saskia Teje Jenkins had a 2020 brainstorm session that led to a lucrative business.

By Amanda Breen

Green Entrepreneur®

How Global Business Leaders Can Build a Sustainable Supply Chain

Businesses can build sustainable supply chains by leveraging technology to reduce environmental impact, optimize resources and track emissions while balancing operational efficiency and sustainability goals.

By Kerry Chen