Adobe, Yahoo Partner on Ads

Adobe Systems Inc. and Yahoo Inc. plan to launch a service Thursday allowing publishers to insert advertisements into many online newsletters or other electronic documents.

For example, a company that publishes a daily bulletin for electrical engineers may open the content to digital camera companies, laptop computer vendors and other advertisers. The ads will contain links so the reader can go immediately to the advertiser's Web site.

If the reader decides to print the newsletter on paper, the ads _ which appear online on the side of the document _ disappear.

The deal requires publishers to opt into the program, and it will distribute revenue from advertisers between publishers, Adobe and Yahoo. More financial details were not disclosed.

The service marks the first time Adobe has allowed dynamic ads into Portable Document Format, or PDF, documents. Unlike traditional ads, dynamic ads _ like those placed online through Google Inc. or other networks _ can be updated for particular audiences, or rotated so the same reader never sees the same ad twice.

Adobe created PDF in the early 1990s and distributes a free program online to read PDF documents.

"We are creating opportunities for publishers to build new businesses around unique content that previously was just given away or not available to a mass online audience," said Rob Tarkoff, senior vice president at San Jose-based Adobe. "As advertisers look to touch new audiences, readers can look forward to some exciting Adobe PDF content coming their way."

To join, publishers must register online, then upload their Adobe PDF content so that it can be ad-enabled. Ads can only be displayed within Adobe Reader and Adobe Acrobat, in a panel adjacent to the content so that they do not disrupt the viewing experience.

Publishers including IDG InfoWorld, Wired, Pearson's Education and Meredith Corp. have already signed up. The program, currently in beta testing mode, is open to U.S.-based publishers that produce English content.