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Yahoo Launches New Ad System 
By: Doug Caverly 2006-05-18 Yahoo has a new ad system, and the search engine company is quite pleased with itself about it. The innovative system promises to let advertisers target their audience not only by what keywords they type...
...but also by their demographic, their physical location, and their other activities on the Yahoo network. The system is scheduled to launch in the third quarter of 2006. In addition to increasing ad revenue, Yahoo hopes to draw users away from competitors such as Google. Allan Weiner of Gartner marks the release as an important, even vital, development for the company. "Yahoo is saying, 'We'll move the playing field back to where our strength is: core search,' " said Weiner. "It's a statement to the business community and competitors that they are still No. 1." Yahoo had been concentrating more on an expansion of its offerings. It has such disparate holdings as the Flickr photo sharing site, the MyWeb social search, and the Delicious tagging and bookmark-sharing service. Jeff Weiner, Yahoo's senior vice president of search and marketing, says the company will not abandon those efforts, regardless of the refocusing. The new version of Yahoo's search will feature "enhanced ease of use, advanced testing features, geo-targeting, and automated analytics," according to Tim Cadogan, vice president of search. "There are areas where we needed to catch up; that is well-known," he admitted. Yahoo claims to have more users than any other website in the world, although Google has the largest share of the search ad market. An improved Yahoo search engine might solidify the company's hold on current users, and perhaps lead to new visitors, as well. This would all lead to an increase advertising sales…quot;or so Yahoo hopes. Add to | DiggThis | Yahoo! My Web About the Author: Doug is a staff writer for SearchNewz, WebProNews, InternetFinancialNews, and SecurityProNews. |
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