Yahoo opens access to search marketing platform APIs

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Yahoo Inc. has launched the Yahoo Search Marketing Commercial API Program, which provides businesses and developers with free, open access to the Panama search marketing application program interfaces.

Advertisers, developers, ad agencies and technology providers can build on Yahoo's search marketing technologies to enhance their existing business offerings or create new search marketing tools and applications.

"Our strategy here is to really commit to our partners," said Dan Boerg, managing director of sales technology at Yahoo, Sunnyvale, CA. "We want to give them open access to build on top of Panama.

"This program is designed to encourage innovation," he said. "We want our partners to go in, test it, play around with it and in the end we hope it will help them build better software applications."

The program provides access to Yahoo Search Marketing's APIs and offers businesses optional fee-based services, which can be customized to include technical support, product roadmap visibility and co-marketing services.

The program provides the following three levels of commercial partnership.

-Basic. Designed for small advertising agencies and early stage technology companies. Provides free access to the Panama platform and technical support and leverages the Yahoo commercial brand to develop and launch applications in the market.

-Advanced. Designed for fast growing technology companies and mid-size advertising agencies. Provides access to the Panama platform, dedicated technical account management support, service level commitments and listing in partner application directory.

-Elite. Designed for leading technology companies and large advertising agencies. Enables these partners to leverage the Panama platform, resources and brand via regular business review, product council, roadmap coordination and joint marketing activities. Early participants in the Elite tier include Efficient Frontier, Omniture, SearchIgnite and The Search Agency.

"The first challenge this will address is getting access without paying," Mr. Boerg said. "Second is it will give the support businesses and developers need."

Yahoo Search Marketing's Commercial API Program is available to agencies, technology providers, search engine marketing firms and developers through the Yahoo account management team or by visiting http://searchmarketing.yahoo.com/api/.

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