Beijing – Baidu Inc. expects a new online advertising system to significantly boost the Chinese internet search company’s revenue as soon as the current quarter, chief executive Robin Li said in an interview. The new system, dubbed Phoenix Nest, was launched in April to more clearly differentiate paid advertisements from search results, and to offer advertisers new tools to track the return on their ad investment. The launch followed public criticism in China that Baidu did not clearly differentiate ads from search results. Baidu is China’s dominant search engine, with 62% of the search market by revenue in the second quarter of 2009, according to research firm Analysys International. Baidu’s net profit in the three months through June rose 45% from a year earlier to $56.1 million, and revenue rose 37% to $160.7 million, as online advertising spending recovered along with the broader Chinese economy. Analysts have warned that Baidu will face growing competition for advertising dollars from Alibaba Group’s Taobao.com, China’s top e-commerce site, which allows individuals and businesses to sell retail goods.
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