Yahoo Inks PDF Ad Deal with Adobe

November 30th, 2007 - 12:37 am ICT by admin  

Adobe and Yahoo on Wednesday inked a deal to put ads in a place they’ve never been before — PDF files. Ads for Adobe PDF Powered by Yahoo is a service that lets online publishers include contextual ads beside PDF-based content. The program is currently in beta.

Publications and publishers already committed to participating in the beta program include Infoworld, Wired, Pearson’s Education, Meredith Corporation, and Reed Elsevier.

“This partnership with Adobe creates a previously untapped opportunity for advertisers to connect with qualified audiences, while opening new revenue streams for publishers, and helping deliver additional relevant content to consumers,” Todd Teresi, senior vice president of the Yahoo Publisher Network, said in a statement.

How It Works

Publishers upload their PDF content so it can be ad-enabled. Ads can be displayed only within Adobe Reader and Adobe Acrobat in a panel adjacent to the content so they do not disrupt the viewing experience.

Every time the PDF content is viewed, contextual ads are dynamically matched to the content of the document. The publisher can monitor performance through detailed reports.

Ads for Adobe PDF Powered by Yahoo is a free service. It does not require the purchase or installation of software. The program, which is open to U.S. publishers who produce content in English, supports PDF content created in Adobe Acrobat 8 and earlier versions.

Crossing the Line?

Greg Sterling, principal analyst at Sterling Market Intelligence, described the initiative as putting Internet-based advertising into a static document. Just as an article might appear on a trade journal’s Web site with contextual ads along the side, the Yahoo-Adobe plan is to run contextual ads alongside PDF content.

“There’s an appetite on the part of ad networks and companies to distribute advertising anywhere and everywhere they can. There is a corresponding appetite to make money wherever that’s possible,”…

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