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BtoB

Yahoo! says it will debut more powerful ad platform for search

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Burbank, Calif.—Yahoo! Monday announced plans for a redesigned search advertising platform that it says will give businesses more control over ad campaign management. The rollout is to begin in the third quarter.

New features and capabilities will include enhanced geo-targeting, ad campaign testing, forecasting tools and a simplified user interface.

The new platform will be deployed gradually, on a country-by-country basis, with multiple phases within each market, according to Yahoo!

Building of the core data platform and technology is almost done, the company said. The second phase will begin when the new campaign management application is accessible to advertisers. After a ajority of advertisers has become familiar with the new features, Yahoo! Said, it will begin the third phase, which is the implementation of a quality-based ranking model.

—Carol Krol

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