Yahoo today announced the details of their new search marketing system designed to help them fight back against Google and stave off growing competition form Microsoft's new adCenter.
The system is designed to make it easier for advertisers to run sophisticated keyword ad campaigns, judge their effectiveness and to improve them. It also is built to, eventually, carry Yahoo's keyword ads beyond personal computers to mobile devices and television and to allow the addition of graphics, video content and click-to-call capability in its ads.
Today Yahoo released API's and technical specs for the development community and customers. They go fully live with the system late in the summer. Yahoo will also soon release new technology for determining what positions ads get on a Web page, which incorporate a basket of factors including price and popularity.
Users of the new system are enthusiastic and the move toward greater effectiveness and measurability of online ads is essential for it's continued growth. The real promise of digital advertising is it's ability to be vastly more precise and measurable than traditional advertising - now it's time for the ad systems to deliver on this promise. Yahoo's new stystem is a step in the right direction.