SmartAds, Dynamic Ads followed by Adroit

DesignBlox has recently introduced its product "Adroit" which has the capability of changing the flash creative in a fly in realtime.I would like to re-call my previous article about TribalFusion's Dynamic Ads and Yahoo's SmartAds, all has the same capability.

What is Adroit?

Adroit, powered by DesignBlox, is an ASP-based platform that allows advertisers to instantaneously alter components of Flash display ads in real time without having to redesign, rebuild or re-traffic an existing ad, allowing a single ad template to become unlimited versions of itself.

The platform can sequence messages based on any number of key behavioral variables that are defined by the user, and Adroit enabled ads can be populated via external databases or RSS feeds.

• Can be used with any Flash display ad (including expandable and floating ad units)
  
• Works with any ad server, publisher or network
• Tracks unique users across multiple serving environments.

How Adroit Works

The power of Adroit begins with intelligent display ad templates, which are trafficked just like any other Flash ad. Our proprietary action scripting connects the templates to our web-based creative management system, enabling users to change ads manually in real time, dynamically compile ads based on behavior and business rules, and construct automated tests.

Adroit technology also includes A/B and multivariate testing capabilities that help to determine the effectiveness of individual ad components; including messaging and banner images.

Source: DesignBlox

Yahoo!'s Smart Ads a Behavioral Targeting

First, a bite of what's Behavioral Targeting

Behavioral Targeting:It is the most advanced level of targeting, wherein a program would monitor users behavior and collects data, when the program reaches a sufficient data level, it would throw advertisements relevant to the collected data.(pros-Highly Targeted customers!!!)

Yahoo recently launched such a service which is a pancake for its customer which is known as SmartAds and currently doing its Beta trial.This innovative, Patent-Pending Ad Delivery Platform allows Marketers to Present Highly Targeted Online Display Ads in Real Time to Match a User's Distinctive, Expressed Interests.Todd Teresi, Yahoo’s senior vice president of display marketplaces said that the product will start in travel and is expected to expand by the end of the year to retail and automotive.

He adds an example

If a person looking for a sporting event in another city, a travel ad may pop up that provides the lowest rate from the user’s location to the destination city. For auto advertisers, Teresi says creative may include geographically relevant images with local dealer offer. He calls it a “template assetized approach,” stating, “All of a sudden, the ad experience becomes more relevant.”

As of now, SmartAds is being sold by direct sales, but may be made available through an auction-based system or an automated format. Teresi reported that during its testing period, SmartAds displayed a click-through rate that was two to three times higher than other traditional ads using target placements techniques.

I would greatly appreciate Y!'s effort to provide better ROI, but how the service would be priced? a premium based?