Yahoo Plans Contextual Ads

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Yahoo is expected to launch a contextual advertising program -- a self-serve platform similar to Google's AdSense -- for Web publishers today.

Yahoo, Pasadena, CA, is adding Content Match contextual listings in beta, which will let publishers place Yahoo's contextually relevant listings on their sites and receive a share of the revenue generated by them. It also is expanding its Publisher Network to small and midsize Web sites, "allowing the broader publishing community to take advantage of Yahoo's relevant advertising products as well as quality content."

It will roll out the beta Publisher Network program to 2,000 publishers -- by invitation only -- today, with plans to expand the beta by the end of the year.

"Through the new platform, small and medium-sized publishers will now have access to the same large advertising network, content and applications capabilities that Yahoo uses while working with the world's biggest brand-name publishers," according to a Yahoo statement.

Content Match will let publishers customize the ads that appear on their sites as well as display ads that are "consistent with the look and feel of their site," said Yahoo spokesperson Guade Paez.

Content Match also will let publishers promote and distribute their content on Yahoo via RSS to drive traffic back to their sites.

"The Yahoo Publisher Network self-serve platform will allow Webmasters to sign up online for Yahoo advertising products and receive fast, easy access to other syndicated Yahoo content and products," Yahoo said.

Only 2,000 publishers will be invited to join the beta program, which includes Content Match contextual listings. Content Match is the first advertising product that will be offered through this beta.

Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

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