Internet giant Yahoo has relaunched its web portal, supported by a $100m global advertising campaign.

The company hopes the website refresh will boost both traffic and revenues.

Yahoo will also open its home page to rivals, allowing users to integrate third-party web services like Facebook or Hotmail into its portal.

Yahoo has been struggling to turn its position as the world's most popular website into profits. The portal is the first move of new boss Carol Bartz.

From openness to profit

When Yahoo first announced its relaunch plans, many analysts derided the idea, arguing that most web users now ignore portals and use search engines to go directly to the page they want.

However, the vast majority of Yahoo's customers still go to the portal first, insists Yahoo's senior vice-president for Europe, Rich Riley. That also makes it the most attractive place for Yahoo to