Briefs

By Zachary Rodgers, ClickZ, Feb 3, 2009

Behavioral targeting firm ChoiceStream, which generates personalized ad offers based on an individual's past shopping behavior, has dipped into the brain trust at one of its top customers -- Yahoo -- to fill out its own executive and board member ranks.

Cheryl Kellond, previously VP, advertiser product marketing at Yahoo, will lead the company's advertising business. And Yahoo's chief data officer and EVP, Usama Fayyad, will sit on the company's board of directors. Fayyad has been a customer of ChoiceStream at Yahoo since 2004, the same year Yahoo hired him from Revenue Science, the behavioral targeting firm he founded. Fayyad is credited with launching Yahoo Research and heading the company's efforts to analyze the click-streams of its half-billion strong global audience.

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