[...] 12 May 2008 Transport for London (TfL) will today begin a three month trial that will see limited sponsorship on its website, tfl.gov.uk, for the first time. The trial is believed to be a first on a public sector organisation's website and will see Yell.com content placed on high-traffic, relevant pages of the TfL website through Yell.com netReach, Yell's new ad syndication product. Yell.com netReach will deliver geographically relevant Yell.com content onto TfL's website. A second phase of the online sponsorship deal will see an interactive Yell.com banner, with in-built search functionality, introduced onto TfL's homepage. The decision to deliver content from Yell is part of a wider partnership with the international directories publisher, which started with the inclusion of TfL content within Yellow Pages directories in 2005. Giles Bailey, TfL's Head of Group Marketing Strategy and Integration, said: [...]