In the fight for search ad market share, Yahoo has been losing ground steadily to Google. But now, with introduction of their new Panama platform, Yahoo has reversed the trend.
Launched in early February, Panama gives advertisers the ability to create multiple pay-per-click ads and offers more robust geotargeting options. And while some advertisers report glitches with the new Panama back end, it appears to be faster and more streamlined than Yahoo's old system.
Google remains the pay-per-click leader by a wide margin, but advertisers want options, and Panama makes Yahoo an attractive one.
Further reading on the Panama platform...
Search Engine Watch sees positive signs.
From Business Week, investors say "yes".
The rkgblog interviews Diane Rinaldo, Yahoo Search Marketing Senior Director of Retail.
