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.

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!

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.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...