"Macy's tapped Yahoo this week to recreate its offline Memorial Day sales circular into a Smart Ad-powered pullover ad unit in Yahoo Mail, becoming the first retailer to run the advertisement.
Yahoo worked with PointRoll to develop the rollover technology integrated into the Smart Ad. Clicking on it takes consumers to the Macy's home page, but hovering over it opens the unit into a full-page circular, taking up the entire page in Yahoo Mail."
MediaPost Publications Yahoo Builds Pullover Ad Unit For Macy's, Garners Higher CPM 05/28/2010
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