Local and the Future of Ad Serving

Last week I had two separate conversations that were very interesting thematically; both involved Yahoo! The first was with ShopLocal and the second was with Yahoo! itself regarding its deal with Publicis (specifically about mobile). The ShopLocal meeting was in part a discussion of the company’s recent Yahoo! deal and the mechanics of the dynamic ad serving and distribution of retailer content. Similarly, in the Publicis mobile case, Yahoo!’s platform is now going to determine the right ad t