Revises Ad Algorithm

Idearc's, a local search service based on Verizon's yellow pages directory, is changing the way it displays ads. Using an algorithm that makes it more closely resemble Google's AdWords and Yahoo Search Marketing's Panama platform, Superpages will begin ranking ads based on criteria like relevance and performance, in addition to bids.

Idearc has been very busy over the past few months since it spun off from Verizon. Besides revamping its ad offering, it's launched a national TV campaign to court advertisers, and began offering SEM services to small business advertisers earlier this month.

About the author

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.