Yahoo is to drop its European Adsense rival

Yahoo has pulled the plug on its Content Match ad system in Europe.

The contextual ad system let publishers place Yahoo-selected ads on their sites, and share revenue with Yahoo for the resultant clickthroughs generated.

"Yahoo Europe is closing Content Match as we do not wish to invest further resources in developing this product," Yahoo said in a statement Wednesday. "We have other products which, in the current climate, are attracting a growing proportion of advertiser spend and we would like to focus our efforts on these. These include Sponsored Search and Display, including Direct Response solutions."

Content Match competes directly with Google's AdSense program. In both cases, the companies share the ad revenue with the publishers.

Yahoo's European operation told partners the program would be shut down March 31. The US Content Match program is not being shut down, Yahoo said in its statement.

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