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Yahoo Contextual Ads

September 28, 2012

Yahoo is getting back into the contextual advertising marketplace Thursday with the launch of a service that ties into the search engine’s collaboration with Microsoft’s Bing.

Yahoo announced a long-term agreement with contextual ad service Media.net of Austin, Texas, to create the Yahoo Bing Network Contextual Ads service.

The service will go up against Google’s Ad Sense service, although not necessarily as a direct competitor, said Media.net founder and Chief Executive Officer Divyank Turakhia.

“This is what they will use additionally,” Turakhia said. “It will allow them to create a lift in the overall revenues they’re generating.”

Yahoo under new CEO Marissa Mayer is trying to regain some of its former luster, even as Google and Facebook grab greater shares of online ad revenues. Earlier this month, Microsoft and Yahoo announced they would call a joint search alliance the Yahoo Bing Network, which replaced the former Bing Ads.

Yahoo formerly provided contextual ad services under the Yahoo Publisher Network, or YPN, which it shut down in 2010. The new service has coincidentally been in development for the past two years, Turakhia said.

Yahoo will manage the advertiser side of the operation. Media.net, which has 400 employees with plans to expand to 500 by the end of the year, will manage relationships with Web publishers.

The program will be available only for Web publishers that get most of their traffic from the United States, Canada or the United Kingdom.

via Yahoo joins Media.net for contextual ads – SFGate.

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