29 November 2007

Yahoo! to power Adobe ads

Yahoo! is set to launch a new service today (November 29th) in partnership with Adobe that will allow publishers to run dynamically generated advertisements on Portable Document Format (PDF) files posted on the internet or via email.

The service, named Ads for Adobe PDF Powered by Yahoo, will mark the first time that Adobe has allowed dynamic ads on to PDFs.

Until now, publishers had been restricted to placing static ads on such files.

The service works by dynamically matching contextual ads to the content of documents. Publishers can then monitor the performance of ads through reports.

Under the new service, which will initially be available as a beta programme, Yahoo! will provide online commercial publishers with access to its network of advertisers to match a "broad range" of subject matter.

Additionally, it is being marketed as an opportunity for advertisers to extend their reach by delivering ads "across a new channel of content".

Commenting on the partnership, Rob Tarkoff, senior vice president of corporate development at Adobe, stated: "By partnering with Yahoo! on this innovative advertising service we are creating opportunities for publishers to build new businesses around unique content that previously was just given away or not available to a mass online audience."

As advertisers look to tap into new audiences, readers can expect to see some "exciting" Adobe PDF content in the future, he added.

Matt Swain, a senior analyst at InfoTrends, stated that the partnership is a good move for Yahoo!.

He said: "PDFs are a widely used document format, so this is a big untapped area for advertising," IDG News Service reports.

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