Yahoo! chases Direct Response advertisers

Yahoo! is launching an “aggressive” campaign to encourage more advertisers to sign up to its Direct Response ads system.

The internet company is seeking new revenue streams to reverse a decline in pre-tax profits in its third-quarter results. It saw a 7% dip in pre-tax profits to £72.8m over the three months to September 30.

Mark Rabe, vice-president and managing director of sales at Yahoo! UK & Ireland, says: “In the UK, our commercial aim for the fourth quarter will be to undertake an aggressive push on Yahoo! Direct Response, ensuring advertisers realise the potential return on investment they can make and its brand-building potential.”

Yahoo! has updated the Direct Reponse system, integrating the BlueLithium ad network and the Right Media ad exchange after both were acquired by Yahoo! last year.

The system is available as part of the Yahoo! Network, which launched in September and gives advertisers access to 85% of the UK and Ireland’s online population through a series of websites, including Yahoo!, Eurosport, Bebo and

Yahoo! Direct Response allows marketers to deliver tailored display ads to targeted audiences on any Yahoo! Network website.

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