Bear Stearns (a worldwide investment banking and securities trading and brokerage firm) published a financial report today for Yahoo!, citing recent comments from advertising agencies. According to the report, the advertisers agreed that Yahoo’s new ad system, codenamed Panama, performs better than Google’s Adword and MSN’s adCenter. Points that distinguish Yahoo’s system are:
- Ease of use
- Robust interface
- Ability to target ads by state and locality
- Improvements on removing several legacy quirks
Yahoo! had to revise it’s ad system so that it could compete better against market leader Google and it spent two years developing the new platform. Still, Yahoo! does not expect the new system to have any impact on financials at least for a few more months. Yahoo! shares went up after these news reached the market, despite the internal management problems, outlined in the “Peanut Butter Manifesto” memo, that leaked earlier this week.
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