Search Engine Optimisation Web Log (BLOG)
Editor: Matt Paines

| This News Blog is dedicated to bringing news, information and innovations targeting the Search Engine Optimisation industry.

Yahoo! launches Panama

Yahoo! is launching a new version of its search advertising platform in Europe.

The new Panama system offers advertisers more tools to do their jobs with greater ease and efficiently because it has been designed to be more user-friendly for marketers and enables them to target campaigns with increased accuracy.

Panama has a new control panel which provides greater insight into campaigns and the ability to enhance or moderate campaigns at every stage, according to Yahoo!

A spokesman for the search engine, Richard Firminger, said the legacy system it is replacing needed a completely new platform and this has been a long-time coming.

Yahoo! is developing an entirely new system from the ground up which is designed to be robust, fast, scalable and future proof, he added.

According to Firminger, Panama is more goals-centric than previous offerings from Yahoo! and it automatically shows marketers the cheapest way to meet cost-per-acquisition or return-on-ad-spend targets. In addition, the new platform features a faster content review process, which enables the speedy launch of new campaigns.

The platform can also cope with the future in whatever way Yahoo! wants to turn, whether that's to mobile platforms or mining richer forms of advertising on search results, he added.

M.P

Comment: