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A month old portal,, claiming to challenge the Net giant is aiming to survive without any pop-ups, banners ads or fliers to irritate the Net surfers. The portal offering quietly presented features and no discernable advertising depends majorly on text advertising links listed above its Web search results.

Paradoxically, belongs to the owners of, the sweepstakes site known for its in-your-face ads. Recently, number of Internet properties including iVillage Inc., America Online and Microsoft Corp.'s MSN, have taken steps to reduce the number of ads on their sites, but they have refrained from removing the pop-ups and banners completely.

The portal claims that the market has been booming for "sponsored results" - the popular term used for text ads placed amid search results. The online search majors, Google and Overture also sell such ads and place it on sites. Besides the ads free model, MyWay is keeping promotion cost at the bare minimum and intends to become profitable soon.

According to the portal, the best candidates for MyWay are the dissatisfied users of Yahoo. The portal points out that Yahoo has 40 different advertising placements on their home page and use their registered users list for all sorts of marketing which is not the case with MyWay. The portal's privacy policy promises not to collect personal information or send user's e-mail. Targeting directly at Yahoo, the portal recently came up with an ad campaign 'Yahoo is Toast' to swing away a portion of Yahoo users.

However, the major challenge facing is how to spread the word about it without spending much on advertising. But the company seems unfazed as it cites the example of Google, which has become a big online property without spending much on marketing efforts.


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