Yahoo Expands Its Network to Adobe PDFs

Contextual-Ad Deal Gives Web Publishers Another Revenue Source

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NEW YORK ( -- In the online-ad industry's quest to build ever-bigger ad networks and add advertising to previously unmonetized inventory, Yahoo has struck a deal to put contextual ads into Adobe's portable-document format files, more commonly known as PDFs.

The service with a mouthful of a name -- it's called "Ads for Adobe PDF Powered by Yahoo" -- targets the growing stable of publishers focused on online formats, many of whom are moving to web-only models. Under the program, which is in test mode, publishers can insert contextual text-based ads within Adobe's Adobe Reader and Adobe Acrobat brands.

The ads will only be present when a document is being read online, and the ads are dynamic, so every time the PDF is viewed Yahoo dips into its network of advertisers to match ads to the content. They will appear in a separate panel next to the content.

More free content
For publishers, the program may be an additional source of revenue, potentially offering readers more free content. Advertisers, meanwhile, can tap into a new type of content and will have the ability to track advertising performance the same way they do with web-placed ads.

"By partnering with Yahoo on this innovative advertising service we are creating opportunities for publishers to build new businesses around unique content that previously was just given away or not available to a mass online audience," Rob Tarkoff, Adobe's senior VP-corporate development, said in a statement.

Todd Teresi, senior VP-Yahoo Publisher Network noted that the deal is "a natural step forward in Yahoo's ongoing strategy to enable an array of digital connections between advertisers, publishers, and consumers."

To join the program publishers register online to upload their Adobe PDF content to enable advertising before distributing the content. To start, the Adobe-Yahoo program is open to U.S. publishers who produce English-language content. Several, including Meredith Corp., Wired and Reed Elsevier, have already signed on for the new ad service.

The two companies have partnered before. Three years ago, they launched a co-branded Yahoo Toolbar giving users access to both Yahoo and Adobe products.
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