Updates
February 25, 2026: Updated the schedule and details of feature additions and changes. Also added a link to the detailed materials (PDF).
January 27, 2026: Publication of this article began.
Yahoo! JAPAN Ads Search Ads
Schedule (Planned)March 11, 2026 (Wednesday)
*The schedule is subject to change.
The following feature additions and changes will be implemented for Search Ads.
Renaming of “Target List”
In Search Ads, the name “Target List” will be changed to “Audience List” (hereinafter referred to as “Audience List”).
This is a name change only and will not affect the list functions or ad delivery methods.
Due to this name change, if you are importing existing reports or operation history data, the import process may fail. Please update the name settings as necessary.
Addition of Targeting by Age and Gender
In Search Ads, it will become possible to set targeting by age and gender.
By associating Audience Lists categorized by age and gender (hereinafter referred to as “Age and gender audience lists”) with ad groups, you can target specific user segments.
By using this feature, you will be able to adjust ad delivery intensity for each user segment according to your products or services, which is expected to improve return on ad spend and increase click-through and conversion rates.
*This feature will initially be provided to accounts with a certain level of transaction history, taking system load and other factors into consideration. Please note that detailed eligibility requirements will not be disclosed.
- Age and gender audience lists are predefined and provided in advance. These lists cannot be edited by users. In addition, detailed reach information such as user size cannot be referenced.
- Age and gender audience lists cannot be used in combination lists.
- The Audience List association list will display both user-created Audience Lists and system-created Age and gender audience lists together.
For details such as usage examples of this feature and how to operate the Campaign Management Tool, please download the following PDF (available in Japanese).