Yahoo is blurring the line between its native and mobile-search advertising.
The company on Wednesday announced Yahoo Gemini, a new platform that combines mobile search and native advertising into a single marketplace.
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"With Yahoo Gemini, advertisers get the performance and ease of search, combined with the scale and creativity of native advertising," Yahoo wrote in a Tumblr post. "By bringing the two together, advertisers can now buy, manage and optimize their mobile search and native ad spend in one place — driving greater performance and higher impact for their businesses and brands."
Yahoo CEO Marissa Mayer has made no secret that she sees an opportunity in the advertising space around mobile ads and contextual search.
With digital spending becoming a bigger piece of the overall advertising pie, and mobile leading growth in Internet traffic and search, mobile advertising is considered the next big thing by some marketers.
"Mobile is the fastest-growing market segment, and we have innovated how our users communicate, consume content and search for information across multiple devices," Yahoo said in its blog post.
Yahoo Gemini likely won't have much impact on user experience, but it marks the company's first advertising-related move since launching Yahoo Advertising, which aims to streamline the purchase of ads across Yahoo's various properties.