June 22, 2009

Yahoo Launches Display Ad Marketplace

Yahoo today launched the pilot launch of Yahoo My Display Ads, a self-serve display ad marketplace for ads on Yahoo sites and partner sites.

The ad customization part of the program is being powered by Seattle-based technology provider AdReady. The ad inventory is managed by Yahoo's Right Media exchange, and includes both Yahoo sites and partner network sites.

Advertisers can create and customize campaigns using more than 800 display templates, choosing either CPM-based (cost-per-thousand impressions) or CPC-based (cost-per-click) pricing. Ads will be targetable by geography, channel or audience demographics.

Yahoo My Display Ads is an extension of a limited program Yahoo and AdReady offered to a number of managed Yahoo Small Business customers last year.

"This new solution provides an affordable and accessible option for businesses to run brand and performance campaigns that reach the local audiences that matter to them most," Joanne Bradford, senior VP of North America revenue and market development at Yahoo, said in a statement.

Yahoo, like Google before it, is looking to convert some of its search ad business to the more lucrative display ads. Yahoo has offered display ads across its network since its inception, but the ability to create ads from templates should make it easier for smaller businesses to get into the display ad market.

Posted by Kevin Newcomb at 10:32 AM | Permalink | Comments (4)

June 13, 2008

Jerry Yang Opens Up About Google Deal, Keeping Yahoo Independent

Jerry Yang has opened up about the non-exclusive search advertising deal with Google with a post over at the Yahoo! Anecdotal blog.

Yang started off by writing, "It's no longer a rumor." Considering Yahoo! issued a press release regarding a test of Adsense last April, I'm not sure rumor is the right word here, but let's move on.

Yang justified the deal by saying the move is part of Yahoo!'s open strategy:

"WebMD sells their audiences on Yahoo!, Yelp can customize how their local search results appear using Search Monkey, advertisers and publishers will buy and sell in an open marketplace with our upcoming AMP! from Yahoo!, and we're now opening our paid search results to Google."

Then, Yang offered assurance that Yahoo! wasn't exiting the paid search biz, but is instead positioning themselves better within the marketplace:

"As search and display continue their convergence, it puts Yahoo! in a better position to innovate and compete aggressively with Google and others for ad dollars."

One sentence stood out above all the rest.

"An independent search business is critical to our future."

Shareholders could grab onto that statement as a sign that Yang was never interested in selling to Microsoft, something Carl Icahn has been saying as part of his proxy board campaign.

Google also wants an independent Yahoo, per statements by CEO Eric Schmidt earlier this week. Though, we would assume that's for different reasons.

Of course, in order to make money from this deal, Yahoo needs to get eyeballs to their site and searches need to be conducted. But their numbers are falling in U.S. search queries, so they're going to have to do a lot more than a Google deal to save themselves.

Yang seems to understand this, "It is, of course, just one step. We'll continue to look at all of our alternatives to advance our strategies and enhance growth and profitability." But he doesn't have much time to prove himself before the August 1 shareholder meeting.

What do you think about Yang's statements? Is comparing Google to WebMd and Yelp like comparing apples and oranges? Did his blog help or hurt him with shareholders? Sound off in the comments.

Posted by Nathania Johnson at 10:13 AM | Permalink | Comments (0)

June 12, 2008

Yahoo! to Integrate Right Media and AMP Ad Management Platforms, But When?

Yahoo! is planning to combine their AMP and Right Media ad management platforms, reports Zachary Rodgers over at ClickZ. The question is when, and the answer is vague at best.

The AMP platform is expected to launch in Q3 but only to newspaper consortium partners. But it could take longer to integrate Yahoo!'s BlueLithium Network and the Yahoo! Publisher Network.

Still, display advertising is where Yahoo really shines over Google. Despite its recent DoubleClick acquisition, display ads aren't something Google really "gets" yet.

Read Zachary Rodgers full post on Yahoo's ad management integration plans on ClickZ.

Posted by Nathania Johnson at 8:24 AM | Permalink | Comments (1)

June 5, 2008

Yahoo President Sue Decker Talks About Online Advertising Transformation

Speaking at the 2008 Advertising 2.0 Conference in New York, Yahoo President Sue Decker spoke about the company's role in the greater online advertising transformation.

"Yahoo! is helping to accelerate the transformation of how display advertising is both bought and sold," Decker told the audience earlier this morning. "First, we are developing the technology, products and platforms that are designed to help advertisers find the right audiences and publishers find the right advertisers. Second, we are partnering with publishers to secure and monetize inventory that advertisers and agencies find desirable. And third, we are partnering with advertisers and agencies to channel demand to the right consumer."

Decker also touched on four announcements coming from Yahoo about advertising:

- Yahoo will sell online display advertising for retail giant Walmart.com - Yahoo! enters into multi-year global advertising partnership with Havas Digital - Yahoo launches newspaper circular personalization program - 94 more newspapers have joined the Yahoo newspaper consortium

What do you think about Yahoo's online advertising plans? Will shareholders be won over and vote against Carl Icahn's proxy board? Share your thoughts in the comments.

Posted by Nathania Johnson at 11:21 AM | Permalink | Comments (0)

April 24, 2008

Yahoo's Adwords Test Continues, Raises Justice Dept's Eyebrows

After reporting great success with the test of Google Adwords, Yahoo's test continues. But that's making a few people in Washington just a little bit nervous. It seems the Justice Department is checking into the all-too convenient relationship to see if there's any antitrust violations going on.

The test is slated to run just two weeks and was reported to the Justice Department in advance, according to Reuters. The first week brought great results, according to Yahoo. Though, the timing of the announcement is surely mangled up in the whole Microsoft-unsolicited-bid fiasco. With the test ending at around the same time as Microsoft's ultimatum, it's no wonder we heard about the success early.

Posted by Nathania Johnson at 8:32 AM | Permalink

April 7, 2008

Yahoo Unveils Details of New AMP Advertising Platform

In the midst of firmly responding to Microsoft's ultimatum, Yahoo has released details of the new AMP advertising platform, designed to streamline and automate online advertising across a variety of target markets, publishers and ad type. The platform will feature an open API and will also include Yahoo! owned-and-operated inventory and more than 600 U.S. newspapers in the Newspaper Consortium.

Some of the newspapers have already been given access to the platform. Jay Smith, President, Cox Newspapers said, "We are highly enthusiastic about the potential of this platform. We're blown away by how Yahoo! is working with intensity and commitment to create a collaborative and very efficient platform that we expect will have a significant impact on our sales capabilities. This is a turning point for our industry."

This is exactly what Yahoo was hoping to hear. Hilary Schneider, EVP, Global Partner Solutions, Yahoo! said, “AMP! from Yahoo will enable advertisers and publishers to connect with each other and their exact target audiences across the increasingly fragmented Internet, in a way that's not possible with current solutions. We believe AMP! will deliver a faster, easier, and more automated and integrated way to create, buy, and sell advertising and do so across a transparent global marketplace."

AMP is still a few months away from being released to the general public. The company expects to go live with the new platform in the third quarter of this year.

The releasing of details about AMP came in the wake of pressure from Microsoft for Yahoo to agree to their unsolicited bid for the company at $31 a share. Yahoo has until April 26th to agree to that price. With the recent positive forecast for the next 3 years of revenues and today's announcement about AMP, Yahoo appears to be pulling out all the stops for either a better bid or more confidence from analysts about the future of the Sunnyvale search engine.

Posted by Nathania Johnson at 8:43 AM | Permalink

July 11, 2007

Yahoo Advertising Numbers Under Attack, According to Bloomberg

Not only is Yahoo being beleagured by Google, but the social networking sites are cutting into their display ad revenue, according to a Bloomberg report.

Yahoo has seen its stock value fall recently, and while some financial advisers are recommending selling, there are still a number who see Yahoo as a buy.

"Yahoo still takes in more display advertising than its competitors", Yahoo spokeswoman Joanna Stevens told Bloomberg. "Measured by dollars spent, Yahoo was first among U.S. sites in the first quarter, followed by AOL and parent Time Warner Inc. and Redmond, Washington-based Microsoft is third, according to TNS Media Intelligence. TNS didn't provide year-ago comparisons" Bloomberg stated.

Posted by Frank Watson at 2:50 PM | Permalink

October 17, 2006

Yahoo Acquires AdInterax Rich Media Advertising Company

Yahoo announced that they have purchased AdInterax, a company that specializes in management of video and animated online ads. AdInterax built tools to float animations, dynamically expandable banners and streaming video ads. Also, Yahoo bought 20 percent of Right Media today, an online advertising company. Yahoo said that the investment will allow it to "offer advertisers the ability to bid on Yahoo's non-premium inventory through an open and transparent marketplace."

Posted by Barry Schwartz at 11:01 AM | Permalink

July 19, 2006

Yahoo Revamps Behavioral Targeting Platform

ClickZ reports on the details of Yahoo's revised behavioral targeting platform, once known as Fusion and Impulse. Fusion and Impulse has been renamed to Engagers and Shoppers to better describe what the product does. Anna Papadopoulos of ClickZ interviewed Richard Frankel, senior director of product marketing at Yahoo about the new upgrade.

Here are quotes pulled from the interview that sums up the changes:

+ The new ad matching system uses advanced technology to identify and target prospects at different stages of the purchase cycle. + Our Engagers target set lets an advertiser reach consumers who have recently displayed interest in a specific product category. These are good candidates to receive messaging that builds brand awareness and consideration. + Our Shoppers target set, on the other hand, lets an advertiser reach consumers whose level of recent behavior indicates that they are more actively in market -- and probably are close to purchase -- right now. These consumers are terrific candidates for direct response messaging and offers, since they have a high likelihood to respond directly to ad messages. + Yahoo is currently beginning deployment of its new platform to major markets in Asia and Europe.

Full interview at ClickZ.

Posted by Barry Schwartz at 8:46 AM | Permalink

June 28, 2006

Some Funny & Crazy Yahoo Videos On YouTube

Loren Baker posted some of the funniest and craziest videos he found on YouTube related to Yahoo. If you have time to only watch one video, I recommend watching the first one. Pretty funny stuff. Other videos include, Tom Cruise's Yahoo visit, David Filo and Jerry Yang commercial, "Yahoo Cubicle Craziness," and some others. Check them out at Search Engine Journal.

Posted by Barry Schwartz at 9:37 AM | Permalink

August 8, 2005

Yahoo Releases New Ad Measurement Platform

Title: Yahoo Changes Ad Counting Method, Excludes Undelivered Impressions Source: Media Post "Yahoo has released a new ad measurement platform that only counts and reports impressions after ads have been displayed on a user's Web page, the company is expected to announce today. The new platform is designed to comply with Interactive Advertising Bureau standards released in December that require ads to be "fully rendered" on the receiving browser."

Note: Danny, Chris and I are in San Jose this week for the Search Engine Strategies conference. We'll do our best to post to the blog but compared with non-conference weeks, postings will be reduced. What we do post primarily be links and titles. When we get back home we'll have time to sort it all out.

Posted by Gary Price at 10:58 AM | Permalink

July 25, 2005

A Look at Yahoo's Effort to Bring Brand Advertising Online

I haven't had a chance yet to read the new Fortune article: Yahoo's Brilliant Solution, by Fred Volgelstein. However, I thought this five page look at Yahoo's efforts to bring brand advertising online was worthy of your immediate attention.

It's been easy for most people to overlook the media and advertising juggernaut that Terry Semel, Yahoo's CEO, has assembled since he arrived from Hollywood four years ago. That's partly because Semel makes himself easy to overlook. He's not a showman like Apple's Steve Jobs or a high-tech rock star like Google's Larry Page or Sergey Brin. In fact, he seems to work hard at being bland. Listen to him theorize about the online revolution: "The great part about the Internet of all the existing mediums from before is that it's the first one that is truly global, and its impact is massive." Caffeine, anyone?

Posted by Gary Price at 4:14 PM | Permalink

July 15, 2005

Yahoo Using Search Profile To Trigger Banner Ads Over Time

The PC World article, Yahoo Tailors Graphical Ads to Users' Search Queries, discusses changes to Yahoo's "Impulse" advertising program.

Yahoo captures a user's query terms and categorizes them. For example, a user who searches for the term "credit card" will be tagged as someone who is interested in the broader "financial services" category, said Usama Fayyad, senior vice president and chief data officer at Yahoo. Then that user will be served graphical ads, such as banner ads, from participating advertisers in that financial services category while he is in the network of Yahoo sites, Fayyad said.

Privacy Concerns?

Yahoo's privacy policy states that the company "automatically receives and records information on our server logs from your browser, including your IP address, Yahoo cookie information, and the page you request. Yahoo uses information for the following general purposes: to customize the advertising and content you see, fulfill your requests for products and services, improve our services, contact you, conduct research, and provide anonymous reporting for internal and external clients."

Posted by Gary Price at 9:20 AM | Permalink

June 24, 2005

Yahoo Testing Behavior Targeting Of Ads

Spotted via InsideGoogle, Yahoo Tests Behavior-Based Content Ads from AdWeek covers Yahoo testing ad placement on web pages outside of Yahoo own site through behavioral tracking, in a partnership with Revenue Science. It's not clear how the system works. It could be that someone is considered interested in a topic like "cars" based on their surfing habits to car web sites, which might result in them being shown paid listings being targeted to that word. Alternatively, Revenue Science could be making use of Yahoo search data and delivering ads based on what someone has recently search for at Yahoo, similar to what AlmondNet does. For more on that, see New Search Behavioral Network Launched.

Posted by Danny Sullivan at 9:19 AM | Permalink

January 10, 2005

Yahoo! Launches Print and Online Ad Campagin

Yahoo will launch an online and print advertising campaign today (aimed at media buyers, ad agencies, etc) promoting their ability to target advertising to specific audiences and groups.

The campaign will run online in publications including WSJ.com, NYT.com, various advertising trades, and on the Yahoo! network. Print versions will also run in advertising trade magazines--but, said [Jerry] Shereshewsky, "the centerpiece of the campaign is online." Yahoo! declined to provide its budget for the media spend. Yahoo! plans to use domain targeting with the campaign, which will involve displaying ads to visitors coming from Internet protocol addresses of specific companies--including ad agencies, clients, and prospective clients.

More in the Media Post article: Yahoo! Plugs Targeting Power

Posted by Gary Price at 10:45 AM | Permalink

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