Yahoo! Comes of age

The internet is finally fulfilling the promises of its early evangelists. MARTINA KING, Managing Director of Country Operations at Yahoo! Europe, talks to Judie Lannon about how Yahoo! is using the web to go beyond direct response and offer advertisers brand-building opportunities in what is gradually becoming a grown-up, joined-up medium.

Yahoo! comes of age

Judie Lannon: Yahoo! has become an enormous success in the last few years. What do you think were the main contributors to this success?

Martina King: When we started, of course, Yahoo! was just a searchengine. But when we began to evolve...