The River

The Yahoo! Search Blog features a post by research director Bernard Mangold introducing Yahoo! Mindset. It’s a really interesting little project aimed at helping the company sort search results by commercial or informational content, depending on the user’s intent (or Mindset). This sort of gets to the whole issue of being able to target ads depending on where people are in the buying cycle — research mode or impulse buying mode. I need to check it out more, but it’s good to know this kind of experimentation is going on.