Amazon· Bedrock / Nova

How Yahoo enhances search retargeting using Amazon Bedrock

Connecting user search intent with relevant ad experiences across channels is a longstanding challenge in digital advertising. Advertisers need sophisticated ways to reach audiences based on their demonstrated interests and behaviors, particularly their search activity, which is one of the strongest signals of user intent. Traditional keyword expansion approaches often struggle with outdated vocabulary, limited semantic understanding, and inability to capture the nuanced meaning behind search queries. The Yahoo omnichannel Demand-Side Platform (DSP) addresses these challenges by providing advertisers with advanced technology, premium supply access, vast scale, and trusted consumer relationships. A DSP lets advertisers purchase ad inventory across multiple exchanges and channels through a single interface. Yahoo DSP enhances this capability with sophisticated audience targeting powered by advertiser-defined rules, machine learning (ML), and generative AI. At the heart of this targeting is the concept of an audience segment: a group of users who share specific interests, demographics, or behaviors and can be targeted collectively in advertising campaigns. …

Announced

30 Jul 2026 16:40 UTC