Panama Enhances Relevancy for Searchers

Over here at the Yahoo! Search blog, we haven’t said much about the new advertising platform, code-named Panama, that’s been under development for some time. That’s not to say that we haven’t been looking forward to its official arrival ‘ actually, it’s quite the opposite. We’ve followed the sentiment of Terry Semel and the YSM gang and waited for the perfect time to join in.

Today Yahoo! announced the launch of its new ranking model, which will improve the way in which ads are ranked on Yahoo! Search. Unlike the old system for ad ranking, which was essentially a ‘pay for placement’ model, the new model takes into account both advertiser bids and ad quality, including user click feedback, resulting in ads that are more relevant to a user’s query. What does this mean to you? When you search on Yahoo! you will see an improved search results page with more relevant ads that makes it easier for you to find exactly what you want.

The new ranking model is a big step for Yahoo! that improves the search experience for both advertisers and consumers. Advertisers will be rewarded for creating more relevant ads and thus get better customer referrals. And the consumer will get a faster, more rewarding search experience.

This is just the most recent of many improvements to Yahoo! Search you can expect to see over the coming months.

Take it for a test drive, try it out and let me know what you think.

Tim Mayer
Director of Product Management
Yahoo! Search

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