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Yahoo is expected to announce today that it is creating a mobile advertising network geared for cellphones. The service will allow marketers to place ads on Yahoo’s mobile services, as well as on those of other publishers.
Yahoo’s network of publishers currently is made up of only three web services, including MobiTV (a video service to be used with cellphones), Opera, a maker of web browsers, and Go2, a Yellow Pages site, The New York Times writes. But Yahoo plans to expand its network quickly over the next few months.
Yahoo has been aggressively pursuing the mobile market in recent months, and in January began promoting its new mobile search software called oneSearch. The software is meant to allow users to find information such as sports scores and weather reports without having to scroll through a long list of sites.
Yahoo’s new mobile advertising network will focus on publishers and advertisers, two groups essential to the success of the mobile internet. By summer, Yahoo will begin delivering text, display and video advertising on third-party mobile websites, according to Steve Boom, Yahoo’s senior vp for broadband and mobile.
Yahoo has fallen quite a bit behind Google in terms of internet search. But Kevin Heisler, an analyst at Jupiter Research, says that “one area where Google has not outshined Yahoo is mobile search.”
The Yahoo Mobile Ad Network website is designed to give publishers one-stop shopping, writes Search Engine Land.
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