Yahoo announced the launch of a new mobile search and native advertising marketplace called Yahoo Gemini. Advertisers can use it to buy, manage and optimize mobile search and native ad spend from a single place.

The product is available through Yahoo Ad Manager, the company’s existing self-service buying platform.

“Mobile is the fastest-growing market segment, and we have innovated how our users communicate, consume content and search for information across multiple devices,” said Yahoo’s Jay Rossiter and Adam Cahan in a joint blog post. “We are equally committed to building products that simplify the buying process and improve the experience for advertisers. Yahoo Gemini is the latest way we are helping advertisers reach millions of people directly on their mobile devices with smart, integrated, multi-channel campaigns.”

A Yahoo representative told AdWeek it believes the offering can help it attract more brand marketers.

As the report notes, Yahoo’s mobile search ads used to be available via the Bing Ads Platform. Perhaps Gemini is part of Yahoo’s apparent strategy of relying less on its partnership with Microsoft, which CEO Marissa Mayer “hates,” according to reports.

Image via Yahoo