Yahoo! has launched its advert sales and campaign management platform in mainland Europe and the UK.
The system, known as project Panama, allows advertisers to rotate different ads as well as a different way to test keyword effectiveness and geographic targeting.
Richard Firminger, Yahoo's regional search marketing sales director for Northern Europe, told PC Pro: "This new advertising technology marks a key turning point in our efforts to deliver additional value for advertisers and a more relevant experience for users."
Panama has been available to existing US Yahoo! customers since last October and was made available to a host of new US customers in December 2006.
The system aims to allow marketers to find the best mix of advertisements and set an ad budget based on the desired advertising outcomes.
Its launch by Yahoo! is significant as the first major upgrade of European as operations since it acquired the Overture system in 2003.
