Yahoo expands mobile ad, content offerings

Yahoo lets companies monetize mobile content, enables regular Web sites to be viewed on handheld devices.
Written by Elinor Mills, Contributor
Yahoo is expanding its mobile offerings so that companies can make money on the content they serve up to mobile devices and so even sites that aren't optimized for mobile browsing can be displayed on handheld devices.

The company is set to announce on Tuesday the launch of Yahoo Mobile Publisher Services, which will offer publishers access to the Yahoo Mobile Ad Network and three new services: Yahoo Mobile Content Engine, Mobile Media Directory and Mobile Site Submit.

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The Mobile Ad Network lets publishers choose the ad formats they want to run on mobile devices, including display, sponsored links, video or in-game placements. Yahoo is partnering with MobiTV, which offers broadband television and music services on mobile devices; mobile Web browser company Opera; and Go2, a yellow pages service for mobile phones. The first ads will go live before the end of June.

Yahoo Mobile Content Engine lets publishers bring their content to Yahoo's oneSearch service for mobile devices, even content that is not optimized for mobile devices. For example, a real-estate broker could offer up real-estate listings that could be viewable through oneSearch without the listings being created for viewing on mobile devices, said Michael Bayle, general manager for global monetization for Yahoo Connected Life. "A consumer can call a broker, find directions and see a photo of the listing," he said.

The Mobile Media Directory brings content such as ringtones, wallpaper, video and games to oneSearch. Mobile Web surfers can download casual games and ringtones and see ratings and reviews for those products. And Mobile Site Submit lets mobile content publishers alert Yahoo to their sites so it can be indexed and available to consumers through Yahoo's oneSearch interface.

Yahoo launched its mobile display advertising platform in 19 countries in February and search ads in beta in the U.S. and the United Kingdom in October.

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