• Adweek, Friday, July 15, 2011 11:38 AM

Yahoo is targeting Web site publishers for new software that suggests content to readers based on their individual interests. The move is all part of the company's efforts to up revenue.

So far, Yahoo's partnership with Microsoft has yet to prove fruitful and the company is looking to the new advertising initiative to increase the company's profit margins The content personalization project offers users content that matches their personal interests; the goal is to get them to spend more time on the site.

However, skeptics of Yahoo's latest moves say the company hasn't shown it can export its technologies to external sites successfully -- and there is no final work from web publishers on how the efforts are being received.

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