From Yahoo!
Yahoo Inc. on Monday said it will unveil a new search advertising platform during the third quarter of 2006 designed to help businesses better connect to Yahoo users. Yahoo said the new platform will allow advertisers to quickly launch search advertising campaigns across Yahoo and its distribution network and be rolled out on a country-by-country basis in multiple phases.
The first phase, which involves building the core data platform and technologies, is almost finished. The second phase, set to begin in the third quarter, will involve making Yahoo's new campaign management application and initial features accessible to advertisers.
After most advertisers in a market have become familiar with the new features, Yahoo will begin the third phase in that market, implementing a quality-based ranking model.
The initial version of the new platform will focus on launching and managing advertising campaigns, and providing greater visibility into campaign performance, coupled with more control over how to improve performance.
