TradeDoubler wins Yahoo! online brief

Yahoo! Europe has announced plans to ramp up its online marketing activity over the second half of 2005, and has appointed online marketing and sales company TradeDoubler to manage its affiliate marketing, online campaigns, ad-serving and site tracking and to provide consultancy services.

The pan-European deal, which also covers Yahoo! subsidiaries search engine company Overture and shopping comparison site Kelkoo, will also see Yahoo! Europe make a major move into affiliate marketing.

Yahoo! Europe will initially launch affiliate programmes in the UK, France, Germany, Italy and Spain. Overture’s affiliate programmes will cover 12 markets including the UK, France, Germany and Scandinavia. Kelkoo, which has successfully run affiliate programmes with TradeDoubler in the UK and France since 2003, will seek to launch these programmes in other European markets.

Once the affiliate programme is launched, Yahoo! Europe will use TradeDoubler’s consultancy arm and software solutions to manage and run campaigns for specific products in its media, entertainment, information and finance sectors.

Yahoo! Europe vice-president of marketing Jerome Mercier says: “TradeDoubler’s marketing solutions provide us with an overview of our online marketing campaigns to continuously optimise and benchmark our online activities.”

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