In March 2010 Yahoo! announced that they would phase out their self-serve ad platform (YPNO) for publishers and named Chitika as Yahoo!’s preferred referrer ad network for small-to-mid size publishers. Almost three years later, Yahoo! continues to choose Chitika because of the consistent innovations Chitika brings to the ad space. By layering Chitika’s technology over the Yahoo! advertiser demand, it creates a compelling and effective solution for publishers looking to maximize their ad revenue streams.