Yahoo! Buys Brazilian PPC Search Network

  |  April 12, 2005   |  Comments

Sites in TeRespondo's network include top Latin American portals MSN, UOL, IG, BOL, Todito, and Ubbi.

Yahoo is expanding its presence in Latin America with the purchase of Brazilian performance-based advertising network TeRespondo.

Terms of the deal weren't disclosed.

TeRespondo operates in much the same manner as Yahoo's Overture division -- distributing paid text ads on search results pages -- except its distribution network is centered in Latin America. The Sao Paulo-based company has offices in Mexico City and Miami.

Overture opened an office in Brazil in October 2004 and has built a distribution network that includes Yahoo, CadÊ?, IBest and Bondfaro. It will now include all the sites in TeRespondo's network, including MSN Brazil, UOL, IG and Buscapé.

"We are very happy to be joining forces with a pioneer and global leader like Yahoo's Overture," said Juan Calle, CEO of TeRespondo. "We believe the combination of our strengths and our shared dedication to our customers and to Internet users help us execute on our vision of providing the largest online search advertising network in Brazil."

As with Overture, TeRespondo's search ads are sold on a cost-per-click basis and displayed in order of bid price. The minimum CPC bid amount is R$0.15 in Brazil, P$0.50 in Mexico and US$0.05 in Argentina.

The company provides each advertiser with a full-service account manager to translate and review client keywords and phrases to make sure they are relevant and effective for a Spanish-speaking audience. Multilingual, multi-currency technology also makes it easier for non-Spanish speakers to place ads.

In May 2004, TeRespondo tapped former Overture execs Paul Ryan and Tom Lamb to join its board of advisors. Ryan had been Overture's CTO and Lamb was VP of corporate development.

Overture also has operations in several European countries, Japan and Korea.

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ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

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