Yahoo Europe has selected online marketer TradeDoubler to manage its affiliate marketing, campaigns, ad-serving and site tracking, with the aim of driving quality traffic and large volumes of leads to Yahoo's European sites, NetImperative writes. The pan-Europe agreement will include Overture (Yahoo Search) and shopping comparison service Kelkoo, owned by Yahoo. Yahoo plans to use TradeDoubler's solutions to manage and run campaigns for specific products in its media, entertainment, information and finance sectors.

Yahoo Europe will initially launch affiliate programs in the U.K., France, Germany, Italy and Spain. Overture's affiliate programs will cover 12 markets, including the U.K., France, Germany and the Nordics states. Kelkoo, which already runs affiliate programs with TradeDoubler in the U.K. and France, will look to expand to other European markets. TradeDoubler's consultancy arm will work to optimize Yahoo's affiliate programs and campaigns across all markets.