Yahoo’s Gemini gives advertisers a new way to sell ads in mobile search

After preaching for nearly a year that mobile is its future, Yahoo now has a new way to let advertisers serve up ads in mobile search results.

In a blog post today, the search giant announced Yahoo Gemini, a “unified marketplace” that marries mobile search and native advertising.

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“By bringing the two together, advertisers can now buy, manage and optimize their mobile search and native ad spend in one place — driving greater performance and higher impact for their businesses and brands,” wrote Jay Rossiter, senior vice president of Yahoo’s cloud platform group, and Adam Cahan, senior vice president of mobile and emerging products.

Advertisers can use the new tool in the Yahoo Ad Manager self-service ad-buying platform.

The idea is to turn out ads that consumers can engage with in a more natural format that seems more customized to both the mobile platform and the service that ad is appearing in. That said, Gemini could be great for companies on the lookout for an improved mobile ad presence that’s a step up from Yahoo’s competitors. It could also be helpful in Yahoo’s own efforts to stand up to Google in the search-advertising business.