Recently Starcom have announced with Yahoo and Starcom will be getting raw data of users using Yahoo search engine and its ad system. This move will be mutually beneficial for both companies and according to Starcom it will try to generate automatic content which will be optimized and most relevant for the users as it will be made run time. This data will be fresh so it will be most relevant, also this data will be used to show users most relevant ads based on its browsing habit and browsing history.

Google also shows ads based on user interest and with this move Yahoo will move closer in showing most relevant ads which will obviously be engaging because ads will match the taste of the person browsing.