February 5, 2009, 12:00 AM

ChoiceStream beefs up staff as it prepares to unveil personalized ads

The vendor of personalization and product recommendations technology has named two former Yahoo executives to top positions as it readies the launch of personalized, targeted display ads.

Paul Demery

Managing Editor, B2B E-commerce

ChoiceStream Inc., a vendor of personalization and product recommendations technology, has named two former Yahoo executives to prominent positions within the organization. The move coincides with a soon-to-be-unveiled ChoiceStream technology that personalizes and targets online display ads, technology that can, among other things, insert into ads product recommendations based on individual Internet users’ tastes.

The company has named Cheryl Kellond senior vice president of advertising. Previously she was vice president of advertiser product marketing at Yahoo. There she drove product strategy for search, display and video advertising.

Additionally, ChoiceStream has appointed Usama Fayyad to its board of directors. Fayyad formerly was Yahoo’s chief data officer and executive vice president. Prior to joining Yahoo, Fayyad founded Revenue Science, a behavioral targeting ad network.

Further, Lauren Reiss Frank, director of marketing and investor relations at fund management firm Value Insight Partners, has joined ChoiceStream’s strategic advisory board.

“With Usama, Cheryl and Lauren on board, ChoiceStream gains a deeply experienced team of media and industry experts to help guide the company’s expansion into online advertising,” says Steve Johnson, co-founder and CEO. “We are bringing our technology that’s been powering personalized sales for retailers like Tesco, Borders and Overstock to create a powerful new category of personalized advertising. In 2009 ChoiceStream will prove that personalized display advertising can be a powerful way to drive new business in tough economic times.”

ChoiceStream has been testing its personalized ads technology prior to formal rollout. In the fourth quarter of 2008, the vendor’s personalized ads technology drove a sevenfold increase in clicks on personalized ads for Overstock.com and a threefold increase in sales relative to other display ads, ChoiceStream says. Overstock.com is No. 30 in the Internet Retailer Top 500 Guide.

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