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Popular search engine Yahoo! has initiated testing of advertisements via mobile platforms, it has been announced.

Such advertisements would be linked to their mobile search functions in the US and the UK.

The advertisements would work on the same basis as those in a search over a PC, based on what subject or item the user was searching for.

Steve Boom, senior vice president of mobile and broadband for Yahoo, said: "Our test deployments have been very successful, with strong advertiser demand and consumer engagement, which makes us very excited to bring our sponsored search listings to an even wider audience."

Such progress puts Yahoo! one step ahead of rivals Microsoft and Google, who are also experimenting with ways to incorporate advertisements onto the mobile platform.

California-based Yahoo! tested its new service predominantly in Japan and the UK and in the US on a smaller scale.

Google is also said to be testing a parallel service in Japan.