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Yahoo Unveils “Project Panama”

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Aug 9, 2006 

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Sarah Novotny  |

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Yahoo Unveils “Project Panama”

Yahoo’s search ad platform “Project Panama,” which has been in the works for nearly two years, was finally unveiled at this week’s Search Engine Strategies conference in San Jose. According to ClickZ reports, the new interface is intended to provide advertisers with more tools to target potential customers and achieve better returns on ad spending. Its upgraded keyword-bidding system will eliminate the public auction process

“The old platform was about managing an auction,” said Yahoo product marketing manager John Kim at the event. “The new platform is much more marketing-focused and more intuitive.” He added that, “We’ll be introducing graphics and rich media, coupons, and phone calls. This will be very important in new channels such as mobile.”

Advertisers will be able to determine whether or not to manage contextual campaigns separately from paid search ads, and the new pricing page will include a slider bar that shows the number of clicks an ad should receive for a given bid. However, Red Herring reports that many businesses felt that they would have less control over what they pay for keywords under the new bidding system, which veers away from Yahoo’s current transparency. Bidders to not get to see bidding price ranges to help them control their ad rankings.

Regardless, the platform, whose release has already been delayed a quarter, is due to roll out in Q4 2006 or Q1 2007. Existing ads will continue to be served as Yahoo migrates to the new platform, and the new interface will be available to advertisers in a “read-only” mode.

Tags: SEM and Yahoo

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