Fast Search & Transfer and Yahoo rolls out Panama and AdMomentum respectively

Internet giant Yahoo! has now launched the final piece of its Panama project. This is a totally new search marketing ranking model.

This updated version encourages the advertisers to focus on the quality of their ads delivers a better search experience for customers.

FAST on the other hand has said that they believe publishers would do better with a search experience that doesn’t involve handing over half their revenue to Google, Microsoft, or Yahoo.

They have announced their own FAST AdMomentum which is a contextual advertising system that lets publishers manage and monetize search advertising on their sites without a search engine partner.

Perry Solomon, VP and GM of media solutions for FAST claims that FAST AdMomentum would allow publishers to take control of contextual ads rather than outsourcing them to third-party providers.