Yahoo has had a rocky history in the advertising technology space. But advertisers say that Yahoo Gemini, the ad buying marketplace the company launched early last year, is showing promise. The keys going forward will be to make Gemini more popular among big brands and ad agencies, while also integrating the ad product with Yahoo’s budding Web video business.
Yahoo Gemini, which was launched in last year, is an ad marketplace which allows marketers to buy ads that run on Yahoo properties, as well as other websites and apps. The company plans to incorporate video ads at some point, but for the minute the platform's focus is mobile ads following its acquisition of mobile ad company, Flurry, February 2014. Yahoo executives believe Gemini has a big role to play in the company's future, and it appears to be gaining traction in the market.