Chitika on Tuesday announced a
multi-year extension of its partnership with Yahoo under which it syndicates Yahoo’s search listings across its ad network of 250,000 Web sites. More recently, Chitika has expanded the
relationship to include monetizing serving sponsored search results on select owned and operated properties on Yahoo and in mobile.
“Extending and expanding our relationship with Yahoo
reaffirms our commitment to deliver innovative online and mobile ad technology solutions, which will help contribute to the growth of Yahoo!’s search marketplace,” said Chitika CEO Venkat
Kolluri, in a statement.
Ramping up Yahoo’s mobile business has been a priority under CEO Marissa Mayer, especially as
the site’s share of traffic coming from mobile continues to increase. During the company’s first quarter conference call, she said Yahoo’s number of mobile users had grown to 300
million from 200 million last year.
Chitika, which has teamed with Yahoo since 2006, said it would work with the company to
develop best practices to extend the reach of their text-based ads into mobile. Besides Yahoo, other Chitika ad partners include Superpages, yellowbook, ServiceMagic and Shopzilla.