Yahoo's long-delayed new advertising system, code named project Panama, is in the process of launching. Yahoo has been trying to catch up to Google and Microsoft for quite some time and Panama is expected to bridge the gap.
Yahoo needs this project to be successful in order to increase its revenues and lift its stock prices. The next step is for Yahoo to try to gain ground in the search volume race. Right now the change in model doesn't mean a lot without more volume and more impressions. For media professionals, it's just another disparate system to learn, for Yahoo this could determine their relevance as a search powerhouse.