Yahoo Beats Google with PDF Ad Service
A beta test of Ads for Adobe PDF Powered by Yahoo opened for publishers, offering placement and tracking of contextual ads alongside Portable Document Format content.
DF has been an appealing format due to its ability to preserve the look and feel of a document, while providing it to others in an easily accessible way. The free Adobe Reader became a fixture on computer desktops as adoption of PDF increased.
Yahoo has managed to score a significant win by beating ad competitors like Google and Microsoft to the opportunity to mine the PDF space for advertising revenue. Adobe and Yahoo announced the new program for delivering dynamic contextual ads in PDFs this morning.
The opt-in program pulls ads from Yahoo’s network to place in a panel next to the PDF content. Each time the PDF is opened, the ads will be refreshed to keep timely and relevant ones in place.
Publishers gain the ability to track their ad performance in the PDFs. Yahoo Publisher Network senior VP Todd Teresi called this a “previously untapped opportunity” for advertisers to gain exposure, and publishers to derive revenue from these documents.
The program picked up some big name participants for this initial beta. CondeNast’s Wired, IDG InfoWorld, and Reed Elsevier were among those named in a statement from Adobe.
To participate, publishers register and then upload their PDFs so the ad functionality can be enabled for the document. After that has been completed, the publisher distributes the PDF as usual.
InfoWorld’s participation is of particular interest. The long-time trade journal scrapped its print magazine in opting for an online-only, ad-supported presence. If profitable, we expect to see other print publishers express interest in trying out the program.
Another interesting possibility comes to mind with the PDF advertising. The hot Amazon Kindle electronic book reader has the capability to pick up PDF content, a feature Amazon currently lists as being experimental in its ability to convert them for readability.
If Amazon works out PDF conversions, the EVDO network supporting wireless content delivery to Kindle could work as a conduit for the PDF ad program too. Since Amazon has its own interest in delivering ads, there could be issues with this idea, however.