Yahoo Wins Adobe, Google Shut Out

Adobe Systems Inc. and Yahoo Inc. plan to launch a innovative new service of ads in PDF documents. This will allow publishers to insert advertisements into many PDF documents such as online newsletters or other electronic documents.
For example, a company that publishes a daily bulletin for electrical engineers may open the content to digital camera companies, laptop computer vendors and other advertisers. The ads will contain links so the reader can go immediately to the advertiser’s Web site.If the reader decides to print the newsletter on paper, the ads — which appear online on the side of the document — disappear.The deal requires publishers to opt into the program, and it will distribute revenue from advertisers between publishers, Adobe and Yahoo. More financial details were not disclosed.

The service marks the first time Adobe has allowed dynamic ads into Portable Document Format, or PDF, documents. Unlike traditional ads, dynamic ads — like those placed online through Google Inc. or other networks — can be updated for particular audiences, or rotated so the same reader never sees the same ad twice.“We are creating opportunities for publishers to build new businesses around unique content that previously was just given away or not available to a mass online audience,” said Rob Tarkoff, senior vice president at San Jose-based Adobe. “As advertisers look to touch new audiences, readers can look forward to some exciting Adobe PDF content coming their way.”