Yahoo renews Web search advertising system
Yahoo will introduce a long-delayed upgrade to its Web search advertising system today.
"Understanding how ads actually work together is what we are introducing with the new system," said Steve Mitgang, Yahoo's senior vice president of advertising. "The current core platform for YSM (Yahoo Search Marketing) has run its course."
The company is looking to encourage both new and existing corporate advertisers to start working with its rebuilt search marketing system in preparation for full introduction during the third quarter of 2006.
The system is a software-based marketing console to help corporate advertisers and advertising agency buyers understand how to target relevant advertising to Web users based on the keyword search terms consumers use to find information on Web sites.
Advertisers can instantly calculate the cost of acquiring new customers using Yahoo's data and analytic system. Buyers can also test for the most effective ads and make rapid changes.
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