Yahoo today is set to begin showing keyword-based ads on mobile phones in the U.S. and the U.K. The Web giant is testing the ad program on its mobile Web service, which allows users to perform keyword
searches on most mobile phones and hand-held devices. The testing starts with a select group of 100 advertisers. Pricing is the same as Web search, using an online auction that charges only for ads
that are clicked. The company said that ad rates appear to be comparable to Web search, but may prove to be even more lucrative than PC Web search over time. Mobile advertising, especially in the
U.S., is small and undeveloped. In some countries, like South Africa, Web-enabled devices have become the primary method for many to access the Internet. Yahoo rival Google has also held tests of
mobile advertising, but a full-scale rollout of its mobile ad services is still forthcoming.
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