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The new role for the internet search and email giant will have responsibility for all European sales, developing new revenue streams, building Yahoo!’s presence in other advertising markets and leading the overall commercial strategy.

Chippendale started at Yahoo! Europe this week after leaving BSkyB just a few months ago, following a 14-year career with the broadcaster.

He said: “This is an exciting time of opportunity in the world of advertising. The old order is shifting. Advertisers are starting to fully appreciate the power of online advertising at the same time as internet usage is soaring.”

The appointment has been hailed as a significant moment in the history of Yahoo!’s continued rapid growth and marks what bosses have claimed is “only the beginning”.

Dominique Vidal, regional vice president and managing director of Yahoo! Europe, said: “To seize this moment and be true market leaders, we aim to build a world class media sales organisation focused on driving thought leadership, creativity, and the best customer service.

“More and more, marketers are turning to the internet as a branding medium capable of engaging consumers in a unique and exciting way.

“At Yahoo!, we expect this trend to continue at an even faster rate as we focus on delivering the best media products in the market and developing relationships with top advertisers.”

Chippendale,who left in September 2004, has not been replaced at BSkyB.

By Kevin May