As previously announced, Yahoo launched its Project Panama ad-ranking platform in the United States in an effort to compete with Google. The Sunnyvale, California-based company said the project would be constantly evolving based on user feedback. When users use Yahoos search engine, the system uses quality and key-word bid prices to match ads with the results and effectively converts user searches to advertising revenues. Yahoo executives have said the overhauled ad-ranking platform will be a main source of income needed to host the many free online services the company provides to hundreds of millions of Yahoo website visitors around the world.
"The launch of this new ranking model marks a key step in Yahoos broader strategy to capitalize on the future growth of the Internet by leveraging our deep audience insights to create a full-fledged advertising network. This creates a win-win situation: by making it easier for users to find what they need and love, Yahoo can also deliver a more compelling offering for advertisers and publishers," said Yahoos public relations director Gaude Lydia Paez.
News source: Physorg