Yahoo tests mobile advertising in U.S., Europe

Yahoo is testing sponsored mobile search through its mobile Web service both in the U.S. and U.K. after testing the services in Japan. The advertising model follows Yahoo's Web-based version closely, with pay-per-clicks and rates established by advertisers in online auctions. Rates are currently comparable to those for the PC, but may increase overtime, according to the company. Trials in the U.S. will run over each of the top four carriers in the U.S. plus Alltel. The U.K. trials include Orange, O2, T-Mobile and Vodafone subscribers. Reports on the Internet indicate that one sponsored search result will appear at the top of the page and a second will appear farther down.

For more on Yahoo's beta launch of mobile sponsored search:
- see this report on