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BizReport : Search Marketing : December 13, 2006

Panama Opens To All Advertisers

Yahoo’s new paid search platform Panama is now open to all online advertisers. Panama is expected to help Yahoo become much more competitive with search giant Google.

by Kristina Knight

Yahoo began inviting select advertisers to try the new program in October. The Panama platform allows marketers to rotate ads to find the most effective ad mix, change budgeting based on response and test keywords for effectiveness. In addition to these features, it allows for the use of geotargeting analytics during the campaign and the ability to instantly review copy rather than waiting for approval.

"In the past two months we have gotten nothing short of extraordinarily positive responses," Steve Mitgang, senior vice president of Yahoo's advertising products and platforms unit said (via Reuters). "The reaction has been 'Wow!"'

Still, Yahoo could see an even bigger response after the first of the year. Many insiders expect more marketers to try the platform after the holiday season is passed.

The lag behind other search marketing platforms and the delays in releasing Panama sooner are said to be a primary contributor to Yahoo’s declining stock price. Meanwhile, they are staggering the release so as to ease the transition. U.S. advertisers are still receiving invitations to Panama; the upgrade is expected to be released internationally next year.

Tags: paid search, Panama, search marketing, Yahoo

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