Yahoo launched Panama

Without exaggeration, one of the most long-awaited events in the Internet industry happened on Tuesday. Yahoo has finally decided that its long-term construction - contextual search advertising system, known under the code name Panama - is ready for publication, and has opened access to it for all its customers, including new ones. Prior to this, since the release of Panama from the test state in October, only existing advertisers could evaluate it.

Here and here we have already talked about this software platform, which comes to replace the one that was purchased in 2003 from the company Overture . Since then, for three years now, the direction of contextual advertising has been a priority and the most profitable for Yahoo. But since the beginning of 2006, when it became clear that updating the tools of advertisers that the company provides to them, has been postponed for a long time, Yahoo began to rapidly lose customers and with it the weight of its shares.

The launch of Panama should reduce the company's lag behind its main competitor in the Internet advertising market, Google, and protect it from Microsoft, which is advancing on its heels, with its most advanced adCenter advertising platform.
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Panama gives potential users some interesting and sought-after features. First of all, it is a set of settings to maximize the relevance of ads and clear planning of the effectiveness of an advertising campaign and the costs of it even before it starts. The advertiser will now be able to specify a specific region, to which residents he would like to convey information about himself, as well as to get acquainted in advance with the forecast of how many clicks on advertising links he will receive depending on the campaign budget and the subject matter of the ads.

But the main thing in the system is an improved engine, which will be much more accurate in determining what kind of advertising should be shown on each specific page, analyzing its content. Now on the most conspicuous place will be shown those commercial blocks that best fit the text of the page, and not those for which the most money was paid.

Old Yahoo customers will be able to switch to the new platform at any time during the first quarter of next year. Thus, they are given time to better look at the new product. But Steve Mitgang, vice president of search advertising, estimates that hundreds of thousands of internet giant partners will take this step as soon as they can. “In recent months, we have not had a very positive feedback,” he said in a telephone interview with Yahoo News , “The response was“ Wow! ”