Tyroo Media to offer banner ads with dynamic re-targeting capability

The technology possessed by Tyroo Media will convert a static banner ad into a live banner ad.

Tyroo Media, the digital ad network of Yahoo! and Smile Interactive Technologies, will offer dynamic re-targeting options for banner advertising to advertisers.

Speaking to afaqs!, Nitin Chowdhary, business head, Tyroo Media, India, explains, "In the dynamic re-targeting facility, we will track the internet user's behaviour on a particular website -- part of Tyroo Media ad network -- or ad unit, and based on the interaction of the user with the site or ad unit, we will serve the banner ad, whenever the user returns to the site again."

The agency will also help advertisers to serve dynamic banner ads. It implies that the technology possessed by Tyroo Media will enable the conversion of a banner ad into a live banner ad. In the latter, the content can be created or altered on the fly, or at the time of display of the ad; in comparison, the usual banner ads are pre-programmed with fixed content.

Chowdhary points out that the agency will use multiple techniques to track the behaviour of the user. He emphasises that the privacy of the user will not be intruded upon, and personal details like e-mail addresses will not be tracked by the agency. Dynamic re-targeting capable banner ads will be sold on performance-based model, and will be priced higher than plan banner ads.

In an official communique, Siddharth Puri, head, performance business, Tyroo Media, says, "Dynamic re-targeting is becoming the mechanism of choice for e-commerce marketers looking to increase their sales. Tyroo is already working with a number of top e-commerce companies in India to help them increase their reach. Our dynamic re-targeting capabilities will help them boost volume and quality of conversions that is critical to scaling. We plan to target e-commerce and other advertisers that sell catalogues of products."