Yahoo is expected today to announce the launch of Yahoo Mobile Publisher Services, a mobile ad network that will give advertisers access to both Yahoo mobile services and those of other online publishers. Yahoo is planning to quickly expand its publishers' network, which currently consists of three services (cellphone video service MobiTV; browser maker Opera; and Yellow Pages site Go2). The launch is critical to Yahoo's effort to close the gap with Google, which leads it in Internet search and search-related advertising. In January, Yahoo introduced oneSearch, mobile search software that allows users to find information easily. The market for ads on websites viewable on cellphones is small, but expected to grow fast: $224 million is forecast to be spent on mobile display ads by 2010, ten times the $22 million spent in 2005. Yahoo is now the first major Internet firm to launch a mobile ad network. Jupiter Research analyst Kevin Heisler: “One area where Google has not outshined Yahoo is mobile search.”
Sources: New York Times, News.com, MarketWatch, SeattlePI
Commentary: Yahoo Expands Its Mobile Search • Yahoo "Go" to Run on Windows Mobile Devices • Yahoo Takes Mobile Advertising To International Market
Stocks/ETFs to watch: Yahoo! Inc. (YHOO). Competitors: Google Inc. (GOOG). ETFs: Internet HOLDRs (HHH), First Trust Dow Jones Internet Index (FDN), First Trust NASDAQ-100-Tech Index (QTEC)
Conference call transcripts: Yahoo! Q4 2006, Google Q4 2006
Related: Yahoo! oneSearch
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