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NEW YORK Yahoo said it would introduce a new version of its search advertising system in an effort to keep up with Google’s more sophisticated platform.
The search-marketing platform, scheduled to roll out in the third quarter, will have new targeting capabilities, such as tying search ads to geography. Eventually, it will incorporate behavioral and demographic targeting through Yahoo’s registration data for 200 million users.
The revamp is a move by Yahoo to keep pace with Google, which has a more sophisticated system for matching ads to searches.
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