Announced to be launched in the 3rd quarter, Yahoo new ad system aka Panama is estimated to be implemented only in the 4th quarter.
The reason of delay according to Yahoo is complications in testing and quality control. COO Dan Rosenzweig seem to be greatly concerned about the quality of the new product and plans to perform over 20,000 test of different kinds.
We wanted to make sure that we got it right. We’d rather take the extra time to make sure that we do it right rather than rush it for a quarter.
Yahoo has been working on enhancement of it’s new ad platform for several months. Improvements concern geo-targeting enhancements, scheduling capabilities, indirect conversion tracking, quality-based ranking model and expression of business goals (i.e. cost-per-acquisition).
Despite of the delay with the Panama launch Yahoo continues to increase its revenue from search advertising. Company’s revenue from market services for the second quarter made $1.4 billion, which is 27 percent up over $1.1 billion of the same period last year.
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