Yahoo Retools Ad Technology
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Yahoo upgraded its search advertising system yesterday, making a high-stakes technology change that lies at the heart of its efforts to catch up to Google in the race for online ad dollars.
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By MICHAEL LIEDTKE, THE ASSOCIATED PRESS  SAN FRANCISCO  Yahoo! Inc. is tackling its most difficult challenge since the dot-com bust with sweeping organizational changes aimed at cleaning up a mess of the Internet icon's own making.
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Internet media company Yahoo Inc  said on Tuesday it is adding media-playing features, large file transfers, new languages and other tools to its instant messaging service.
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Yahoo will unveil SmartAds, which allows advertisers to compile ads on the spot based on a Web user's Internet profile.
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Yahoo! is turning to old school media to get noticed these days.
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Internet powerhouse Yahoo has given its popular Web site a facelift to highlight some of the features that the company has been improving during the past year.
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Internet-centered programs that compete with the core products of Microsoft are a driver of its bid for Yahoo.
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NEW YORK In late 2004, Yahoo CEO Terry Semel, speaking at the Association of National Advertisers, used a familiar metaphor for the company&#39;s strategy: a digital theme park that tempts visitors with endless attractions to get them to stay inside the gates. Analysts credited the strategy for reviving the company&#39;s fortunes following the dot-com bust.
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Yahoo is the latest firm to move off the web and onto PCs, offering search tools for desktops.
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(InfoWorld) - People are clicking more often on ads served up by Yahoo Inc.'s search engine since the company switched to a new ad-ranking system earlier this month, according to comScore Networks Inc., a firm that measures Web usage and traffic. The click-through rate on Yahoo's search ads increased 5 percent in the week ending Feb. 11 and 9 percent in the week ending Feb. 18, both compared with the week ending Feb. 4, comScore said Monday. The new ranking system went live in the U.S. on Feb. 5. ComScore defines click-through rate as the total number of clicks people make on search-engine ads divided by total search queries. Yahoo's new system assigns rank to pay-per-click search ads by taking into consideration the advertisers' bid amounts plus the ads' relevance to the search query. Previously, Yahoo ranked ads solely based on the amount bid. The new ranking system is part of Yahoo's new search advertising platform, called Panama, which also has a campaign management tool for advertisers that was launched previously. Yahoo has high hopes that Panama will boost its search ad business and allow it to compete better with Google Inc., which has built its empire selling this type of ad. In this model, advertisers choose search query keywords that will trigger the appearance of their ads. The advertisers offer to pay a fee of their choosing whenever a search engine user clicks on their ad, thus the bidding nature of the model. Yahoo's financial performance in the past year has been lackluster, compared with Google's consistently stellar one, and Yahoo executives have acknowledged that their search ad business has been a weak link.
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Yahoo is stepping up its online advertising program with the launch of SmartAds, a behavioral targeting ad campaign which display ads that are tailored for the customers who are more likely to buy the advertised products. Combining Yahoo&#8217;s demographic, geographic and behavioral targeting capabilities with a new patent pending creative ad assembly, Yahoo SmartAds will [...]
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Yahoo appears close to implementing OpenID, a Web authentication standard that relieves people of the need to remember multiple passwords to log into different Web sites.
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Yahoo Publisher Network Simplifies Ads Yahoo Publisher Network (YPN) has cleaned up the presentation of their contextually targeted link advertisements by dropping some descriptions, trimming back some titles, and has changed the number of link displays. Tom Furukawa, Director of Product Management, posts on the YPN Blog: We&#8217;ve been doing some tinkering under the bonnet recently, so some [...]
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Yahoo is overhauling the way it sells advertising in the US, in an effort to help revive the business.
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Yahoo! aims to improve its ad reach by acquiring BlueLithium.
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InfoWorld - Yahoo&#160; has shaken up its top management ranks once again, as the struggling Internet giant continues tweaking its organizational structure to boost advertising sales, its main source of revenue.
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Yahoo Inc.  said on  Monday it is opening up its new advertising system for testing  by newcomers and potential converts from rivals, marking  progress in its long-awaited upgrade.