NEWS
Yahoo! has thrown in the towel in Europe for Content Match, an advertising partnership programme that lets people put Yahoo!-selected ads on their websites.
Yahoo! said in a statement Wednesday: "Yahoo! Europe is closing Content Match as we do not wish to invest further resources in developing this product. We have other products which, in the current climate, are attracting a growing proportion of advertiser spend and we would like to focus our efforts on these. These include Sponsored Search and Display, including Direct Response solutions."
Content Match competes directly with Google's AdSense. In both cases, the companies share the ad revenue with the publishers.
Yahoo!'s European operation told partners the programme would be shut down 31 March. The US Content Match programme is not being shut down, Yahoo! said in its statement.
