Yahoo to Offer Media Links

Yahoo Inc. plans to mimic a strategy used by rival Facebook Inc. to help drive traffic to its site, people familiar with the matter said.

The Sunnyvale, Calif., company soon will roll out a feature called Y Connect to allow media publishers, web developers and other websites to integrate elements of their services with Yahoo–an approach Facebook has used in allowing sites to forge links to the popular social network, these people said.

Such efforts can help Internet companies track the activities of users around the Web and better tailor advertising offerings to them. Representatives of Yahoo declined to comment.

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