Yahoo opens access to ad system APIs

Yahoo is making available application programming interfaces for its new Panama search advertising platform.

Yahoo is making APIs (application programming interfaces) available for external developers so that they can build tools and applications for its new Panama search advertising platform.

The APIs, available under the Yahoo Search Marketing Commercial API Program, are available to anyone but designed primarily for Yahoo search advertisers, ad agencies, search marketing consultants and commercial application developers, Yahoo said Monday.

Yahoo wants these companies to develop complementary tools and applications that will enhance their use and their clients' use of Panama for tasks like designing, deploying, tracking, managing and refining search marketing campaigns.

Yahoo has high hopes that Panama will help boost revenue from search engine advertising, a market dominated by rival Google.

Yahoo maintains that Panama significantly improves on its ability to match ads to search queries, and is convinced that this improved targeting will increase the number of times users click on its search engine pay-per-click ads.

While ad-serving enhancements are certainly important for Yahoo to improve its position against Google, Panama doesn't directly address the other big component of search wars: user popularity.

Google still draws significantly more users to its search engines than Yahoo does, so Google's ads are seen by more people and as such are more likely to get clicked on.

For example, in April, U.S. users ran almost half of all queries through Google's search engines, while Yahoo processed almost 27 percent, according to comScore Networks.

In total numbers, this means that Google had 3.6 billion queries on its search engines and Yahoo had 2 billion. Thus, in addition to improving its ad system, Yahoo needs to cut that popularity gap if it wants to significantly raise its search ad revenue.

Different levels of access to the Panama APIs exist, both free and fee-based. More details are on the program's Web site.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Juan Carlos Perez

IDG News Service
Show Comments

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?