Forbes has finally caught up with the industry and confirmed the rumours, which we knew to be true already. In truth (NDA prevented me from saying earlier), I have been involved on some level discussing the new features with Yahoo earlier this year and I’m quite impressed with what they were planning to do. I can only say that they’ve dealt with all the major issues that their existing platform faced, and I’m quite excited about their plans.

The only gripe I have is that they are still using the multiple marketplace approach, where you have to reload campaigns into different geographic regions to target different countries, unlike Google – where it’s a click of a button to add and remove countries. Yahoo also loses out on revenues in markets like South Africa, etc with this approach.