Yahoo is counting on user adoption of its new mobile search and content platform to boost ad inventory and create broader mobile reach for advertisers. Along with promoting the new Yahoo Go for Mobile 2.0 application to its huge online audience, the publisher hopes pre-bundling of the app on devices from Samsung and Motorola will also grow market share. The publisher's new wireless search service has also been designed to speed up information gathering for users in the hopes of boosting usage.

"With Go 2.0, we're now going to be able to grow the client [application] inventory," said Yahoo Senior Director of Global Mobile Products Ojas Rege. The company will now offer display ads targeted based on content and behavioral data, or targeted to specific carriers. No new advertisers are running ads in conjunction with the platform launch, Rege added, mentioning Pepsi as a recent mobile advertiser.

Yahoo will also continue selling sponsored mobile text listings, now through its oneSearch service, which will be the default search technology for the new platform as well as its other mobile Web and SMS services. Rather than listing Web links to traditional sites, the search service offers up category-specific data based on keyword searches. The content platform, now in beta, allows users to toggle from one content-specific area to another, accessing customized information and RSS feeds, and providing search results relevant to that category.

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