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Yahoo! Leads the Adoption of Global Mobile Advertising Guidelines


    Yahoo! Inc. (Nasdaq:YHOO) today announced that all of its global,
    mobile properties will adhere to new mobile advertising guidelines
    announced by the Mobile Marketing Association (MMA) EMEA. Yahoo!
    worked closely with the MMA to establish the mobile advertising
    guidelines which enable Yahoo!'s advertising partners to enhance the
    consumer experience and launch global, mobile advertising campaigns
    effectively and with lower production expenses.

    "Yahoo! has been at the forefront of the global mobile advertising
    industry since 2004, and we realize that the adoption of industry best
    practices and guidelines are a critical factor in the success of the
    mobile advertising industry," said Michael Bayle, GM, Global
    Monetization, Connected Life, Yahoo!. "We worked closely with the MMA
    to develop guidelines that benefit our global advertisers and
    consumers alike and will continue to do so as the industry develops
    best practices for additional mobile marketing practices and formats
    such as games, video and search."

    The MMA EMEA mobile advertising guidelines were established to
    allow mobile advertisers to reach consumers while ensuring that
    advertisements display effectively on the majority of mobile devices
    without compromising the user experience.

    "Companies like Yahoo! that demonstrate leadership in developing
    and supporting a single consistent global guideline for mobile
    advertising will help to drive the evolution of the mobile advertising
    industry and create a consistent and positive consumer experience on
    mobile phones," said Laura Marriott, president of the MMA. "The EMEA
    guidelines were developed to establish a common global advertising
    framework including aspect ratios, banner dimensions, file formats and
    so on."

    The MMA's new EMEA guidelines are also designed to limit the
    effort needed by advertisers to prepare global mobile campaigns, thus
    reducing the money and time spent developing multiple iterations for
    various regions of the world. With the option for two aspect ratios,
    advertisers have the flexibility of layout and context which are large
    enough to give the consumer a compelling experience but small enough
    not to be intrusive.

    Yahoo! expects to complete the conversion of its mobile web
    properties and all of the mobile properties supported by Yahoo! by Q4,
    2007.

    To view the Mobile Advertising Guidelines, visit
    www.mmaglobal.com/emeamobileadvertising.pdf. For more information
    about Yahoo!'s mobile products and mobile business services, visit
    www.mobile.yahoo.com.

    About Yahoo!

    Yahoo! Inc. is a leading global Internet brand and one of the most
    trafficked Internet destinations worldwide. Yahoo!'s mission is to
    connect people to their passions, their communities and the world's
    knowledge. Yahoo! is headquartered in Sunnyvale, California.

    Yahoo! and the Yahoo! logo are trademarks and/or registered
    trademarks of Yahoo! Inc.

    All other names are trademarks and/or registered trademarks of
    their respective owners.