HP partners with Yahoo for targeted advertisements

HP Web-connected printers may open the door for localised, targeted advertisements

Hewlett-Packard plans to use Yahoo's advertising network in a pilot program that will deliver targeted advertisements for content printed with its latest line of Web-connected printers.

HP launched a line of Web-connected printers last week that allow users to print content directly from the Web or send content from their mobile phone to a remote printer using an e-mail address specific to that printer.

HP also launched a program called "scheduled delivery," where a user can regularly schedule printing, for example, portions of a daily newspaper every day at 7 a.m.

The company also sees a potential for localized, targeted advertising to go along with the content. While testing its ePrint Web-connected printers, HP ran two trials where consumers received content from a U.S. national music magazine and major U.S. newspaper along with advertisements, said Stephen Nigro, senior vice president in HP's Imaging and Printing Group.

"What we discovered is that people were not bothered by it [an advertisement]," Nigro said. "Part of it I think our belief is you're used to it. You're used to seeing things with ads."

HP's ePrint printers, some of which will become available next month, are connected to the user's home router, which means they will have an IP address. IP addresses can be used to identify an approximate area where the Web-connected device is located, opening the potential for targeted advertisements based on location.

"Through IP (Internet Protocol) sniffing, you have an idea about where those printers are so naturally it allows you to kind of already target your offers," Nigro said.

Ads can also be targeted based on a user's behavior as well as the content, said Vyomesh Joshi, head of the HP's Imaging and Printing Group. The pilot with Yahoo is in its early stages, however, and Joshi said the program has to be done with privacy in mind.

"That's where we need to be very clear business rules in terms of privacy," Joshi said.

Send news tips and comments to jeremy_kirk@idg.com

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags advertisingHPYahoodigital marketingonline advertising

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Jeremy Kirk

IDG News Service
Show Comments

Cool Tech

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Breitling Superocean Heritage Chronographe 44

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?