Yahoo launches Panama in Latin America

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Yahoo launched its Sponsored Search advertising product — also known as Panama — in Spanish-speaking Latin America this week.

Yahoo first launched Panama, which is based on Google's pay-per-click advertising model, in the US more than a year ago. Since then, the company has been slowly rolling it out in various markets.

“It's a phased approach because we really wanted to do all the homework to make sure that we have a powerful system that will really help our advertisers,” said Ettore Leale, general manager for Yahoo search marketing, emerging markets. The platform has been available in Brazil since last year, he said.

“Although search marketing in Spanish-speaking Latin America hasn't taken off quite yet compared to the rest of the world, it's growing quite fast,” Leale said. “We think that we are essentially offering to the advertisers the right tool at the right time to really enable advertisers to take their search marketing to the next level.”

Now, businesses can target specific users across all Spanish-speaking Latin America — from Mexico to Argentina — using Yahoo Sponsored Search, Leale said. Or they can choose to target one country like Mexico, or Peru and Chile together. “[This way, businesses] can really serve both local advertisers as well as regional advertisers,” Leale added.

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