PARIS: Online search titan Yahoo could be dumped as the advertising supplier to France Telecom's internet portal, which is mulling the building of its own ad system rather than relying on an existing online network.

The company's websites are the third-most visited in the France after Google and Microsoft, according to researcher comScore World Metrix.

France Telecom's ceo Didier Lombard says the company is "reviewing possibilities", underlining the significant role advertising - especially the mobile kind - could play in the company's future.

Lombard's remarks were calculatedly dropped in California's Silicon Valley last week as part of an attempt to revitalise FT's extensive R&D efforts.

He has tied R&D more closely to product management and marketing, and has narrowed the number of projects the company is working on under the Orange Labs brand.

Data sourced from Financial Times online; additional content by WARC staff