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BtoB

Yahoo! announces measurement and analytics technology

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Sunnyvale, Calif. —Yahoo! announced Monday it has implemented a new reporting technology to measure online advertising.  It counts and reports ad impressions after an ad has been displayed on the page, which assures ads are being delivered to users, the company said.

Separately, Yahoo! Search Marketing announced it has partnered with several Web analytics companies—Coremetrics, Omniture, WebSideStory and WebTrends—to extend its search marketing application program interfaces. The agreement gives partners direct access to Yahoo!’s search marketing campaign data, which enables them to provide enhanced campaign reporting to advertisers.

—Carol Krol

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