Yahoo unveils overhaul of online advertising.

[Nintendo]

http://msnbc.msn.com/id/12680845/

A new ranking formula, to be adopted later this year, will also take into account the "click-through rate" of an advert, along with a number of other secret factors, said Mr Cadogan – an approach that echoes the one followed by Google.

The new approach will be applied "shortly after" Yahoo makes sweeping changes to the technology that advertisers use to bid for, and manage, portfolios of keywords on the system, the Yahoo executive added. Due to be introduced in the third quarter, those changes will be unveiled to advertisers and technology partners today to give them time to prepare.

[wrmineo]

Is it irony, coincidence or consequence that this is happening on the heels of a class-action lawsuit against Yahoo! for fraud?

Good interest story Ninno - thanks!

[Jenstar]

Yahoo gave me a presentation today with a preview of the new platform. It has some wicked functionality added to it that I was really impressed with, and some *really* nice auto optimization for ads. The new geotargeting system is great, especially the visuals and how it is broken down for advertisers.

Danny Sullivan did a really nice overview of the changes from a user perspective, which has a lot more detail, and not so much PR hype.