The Key To Yahoo's Flipboard Competitor: Interactive Ads

blake irving

Photo: Yodel Anecdotal

Yahoo’s iPad reading app Livestand, is available in the Apple Store now.Yahoo has been talking about the app, which resembles Flipboard, since February. As expected, product chief Blake Irving unveiled the app at an event at Yahoo headquarters this morning.

The app looks cool, but the most interesting part from a business perspective is the advertising platform — ads can be fully interactive, which could result in much higher ad rates.

For instance, an ad for a clothing company could let users click on particular parts of a photo to see details about the clothes the models are wearing.

Irving described some of the technology involved in building Livestand, including a new platform called Cocktails that “allows rapid distribution and deployment of CSS3 apps.” The first two aspects of Cocktail are Mojito, a cross-development platform for HTML5, and Manhattan, which is a hosted service for deployment. Both will be released as open source platforms in 2012.

Irving also gave a crisp definition Yahoo as “the premiere digital media company.” That’s a nice change from the scrambled definition he gave last year.

The company also unveiled a version of the IntoNow social content-sharing app for iPad (Yahoo bought IntoNow in April for $20 million), a new Android weather app that takes pictures from Flickr that match the current weather and time of day, and enhancements to the Yahoo Mail app for tablets.

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