Soon Adobe's popular document format will include functionality to support advertising, thanks to a new partnership with Yahoo. The two companies are framing the service as a way to allow publishers to offer their content on an ad-supported basis. This could also accelerate the adoption of PDF as a way to deliver paper content to subscribers in electronic form. Ads within the PDFs would appear in a side panel and would only be viewable by those using Adobe's readers, as to "not disrupt the viewing experience." Ads would be dynamically matched to the content within the PDF, Adobe said. "By partnering with Yahoo on this innovative advertising service, we are creating opportunities for publishers to build new businesses around unique content that previously was just given away or not available to a mass online audience," Adobe corporate development chief Rob Tarkoff said. The offering would be in beta for several months, and would be open initially only to US English-language publishers.