Bosses of the Internet

Video: Yahoo!’s Lawrence says that engaged customers are more receptive to your ads

When you have an engaged user, you have a golden opportunity to reach them with your ad message, Yahoo! VP of North American Eastern Sales Beth Lawrence says in this video, which summarizes her presentation at the ANA Agency/Client Forum at Advertising Week. “The more users navigate the Web, they start to navigate their life, they start to make their Web experiences personal to them,” she says. “They become the boss of the Internet.”

Beth also talks about the more optimistic tenor she’s noticed in advertisers, and describes Yahoo!’s new Create for a Cause: A Digital Contest for Good.