The concept seems easy enough as Nectar's database will link in with Yahoo's behavioural advertising system powering its content network.
As the search engines continue to work on improving their user experiences but at the same time need to examine to how increase the amount of money advertisers are spending online. To accomplish the switch for traditional offline advertising dollars to move online, there needs to be a better link between online activity and tracking of advertising effectiveness and offline purchases. Yahoo has long been one of the leaders in developing technology such as behavioural targeting of users on its Yahoo content networks and this test allows advertisers to match their ads to peoples offline shopping habits. The concept seems easy enough as Nectar’s database will link in with Yahoo’s behavioural advertising system powering its content network, giving advertisers a whole new mass of data to target and profile.