Yahoo ends Ads in RSS programme

Yahoo%21Yahoo has closed its Ads in RSS programme, which allowed brands to serve contextual ads within RSS feeds, as the company continues to shut underperforming parts of its business.

Ads in RSS had been running in beta since November 2005 across Yahoo’s publisher network Its closure follows those of Yahoo Briefcase, its online storage service, and Yahoo Pets.

In an email to publishers, Yahoo recommended moving campaigns onto core ad platforms including Content Match, which itself was shut in Europe last month.

“We wanted to let you know that we are closing our Ads in RSS program effective February 2, 2009,” the letter read. “We have ended this beta program to focus on other more broadly used ad products for our publishing partners, such as Sponsored Search and Content Match.”

Last week new Yahoo CEO Carol Bartz revealed the company had suffered losses of $303m (£212m) in Q4 2008.

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