After all the Microsoft farrago, Yahoo is now getting back to the business of trying to take on Google in advertising. Its latest move is signing a trial partnership with SMS advertising company 4INFO, according to the Wall Street Journal.
Under the trial, the WSJ says, 4INFO will give Yahoo the tech it needs to publish content like news and horoscopes over SMS with a small ad included, with either Yahoo or 4INFO selling the ad space.
With operators now looking at embedding ads into games and trading them in return for mobile TV clips, it’s interesting to see search companies turning to the old school likes of SMS. While it’s not as flash as newer advertising types, it does have one major advantage – being opt-in – not to mention better click rates.