The new "Search Re-targeting" tool tracks when users click on paid-for search ads and then uses that data to show them display ads. If people search on Google or Yahoo! and then access content on 24/7 Real Media's network of 950 websites, they will be delivered ads based on their search behaviour. The technology can deliver display ads based on search queries up to a month previously.
Ed Stephenson, UK managing director of 24/7 Real Media, said the tool aimed to increase conversion rates of people who click through on search results.
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