Yahoo moves ahead with Panama

Yahoo today announced that it has upgraded its search marketing platform to allow new businesses to signup for the service. The platform, code named Panama, was earlier launched in October for select existing search advertising customers.

“We’ve received an overwhelmingly positive response to our new search marketing platform to date, so we are thrilled to open it up to all businesses that want to take advantage of our more intuitive and powerful system,” said Steve Mitgang, senior vice president, Yahoo! advertising products and platforms.

According to Red Herring, major upgrades to its system in terms of technology to enable keyword bidding and delivering relevant results for its customers will be introduced next year.

In the meantime Yahoo will be taking a phased approach for migrating existing customers to the new platform with invites being sent from now and well into Q1 of next year.

Personally I am confused with the number of launch announcements from Yahoo regarding the Panama Project. Even after 2 years since the news of existence of this project and number of press releases, Yahoo hopes to launch the real deal by next year. Anyway this press release was good enough for a bit of jump in the Yahoo stock.



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