It went public on Japan's OTC market in November 1997 and will likely move over to the Nasdaq Japan market.
Advertising accounts for three-quarters of Yahoo Japan's revenues.
Online advertising expenditures are projected to continue surging over the next few years. In the face of soaring demand, major portals have been raising their fees for advertising. However, in a sign that advertisers are also demanding better results, Yahoo Japan began offering demographic-based banner ad targeting, whereby ad content would automatically change according to users' age and gender. Besides the normal portal fare, Yahoo Japan has also moved into the e-commerce space with auction and shopping sites to provide streams of revenue other than advertising. Yahoo Japan will be able to leverage off of Softbank's other Internet properties as well as its own increasing acquisitions.