Cross-channel ad cloud company Marin Software has partnered with Yahoo to support its mobile search and native marketplace, Yahoo Gemini.

Integration of Yahoo Gemini data into the Marin platform gives advertisers visibility into how their mobile search and native ads are affecting the consumer buying experience and then allows them to adjust ad campaign targeting, bidding, and creative across search, social and display channels.

In February 2014, Yahoo released Yahoo Gemini, the first marketplace to combine mobile search and native advertising. Marin Software developed support for Yahoo Gemini as part of its commitment to creating a single ad cloud through which marketers can manage ad campaigns across multiple publishers.Through the Marin platform, digital marketers will be able to analyse and report on the performance of mobile search and native ads served through Yahoo Gemini, saving advertisers time while providing invaluable campaign insights.

Integration of Yahoo Gemini with Marin Software allows advertisers to see the performance of Yahoo Gemini campaigns in the same interface as campaigns being carried out across search, social and display ad channels. This cross-channel view of ad campaigns provides digital marketers a more holistic view of their customers’ path to conversion and promotes better decision making for increased campaign optimization.

“Yahoo was the first internet search engine and it still going strong today in many countries around the globe. Companies looking to reach a global marketplace should consider integrating Yahoo Gemini into the Marin ad cloud. Native and mobile advertising are two of the fastest growing areas in digital marketing, allowing marketers to get in front of consumers with ads highly relative to their interests,” said Jay Revels, managing director at Marin Software APAC. “By integrating, marketers will be able to see the performance of their Yahoo native ad campaigns right next to their other digital campaigns.”