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Yahoo Says It Still Cares About Search Advertising; Unveils New Features

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With its search advertising partnership with Microsoft (NSDQ: MSFT) still in need of regulatory approval, followed by a lengthy integration — Yahoo (NSDQ: YHOO) does not want to give the impression it is giving up on the search advertising business quite yet. So, in a post with the opening line — “With all of the events that Yahoo! has gone through in the last several months, one of the questions I get is: ‘Does Yahoo! still care about search?'” — Yahoo GM David Pann writes about several improvements coming soon for Yahoo’s search advertisers.

Among them: The use of “rich ads” that can include video and images will be expanded; a new tool will let marketers manage their campaigns offline; and the technology that matches ads to queries is getting better (Read the post here). Unlikely these changes will last, considering that self-service advertising for Yahoo will be fulfilled by Microsoft’s adCenter platform once the deal is complete. But the companies only expect to get approval in early 2010 — and say it will then take about 12 months after that to move all advertisers to AdCenter.

One Response to “Yahoo Says It Still Cares About Search Advertising; Unveils New Features”

  1. They just do not have ANY credibility left on this topic. Their CEO has told us in no uncertain terms that they are not a search company anymore. I believe her.