If you conduct search advertising through Yahoo, you just got a brand spanking new addition to your search marketing team: Yahoo.
Through an update to their terms and conditions, Yahoo gives itself permission to hijack your search marketing campaigns. Check out the new language:
Sponsored Search 3. OPTIMIZATION. In the U.S. only, for those advertisers not bound by an Insertion Order, we may help you optimize your account(s). Accordingly, you expressly agree that we may also: (i) create ads, (ii) add and/or remove keywords, and/or (iii) optimize your account(s). We will notify you via email of such changes made to your account(s), and can also include a spreadsheet of such changes upon your written request. If you would like any of such changes reversed, please reply to such email within 14 days of the change(s), and we will make commercially reasonable efforts to reverse the change(s) you specifically identify. Notwithstanding the foregoing, you remain responsible for all changes made to your account(s), including all click charges incurred prior to any reversions being made. It is your responsibility to monitor your account(s) and to ensure that your account settings are consistent with your business objectives.
Actually, Yahoo began invading its customers' personal space about a month ago. Al Scillitani was alarmed when he got an email from Yahoo saying they had made changes to his account - after the fact.
Now, it's just official.
This is kind of like a fast food restaurant going into your burger after you've take a bite and removing or adding pickles, ketchup and cheese. Or your cable company going into your DVR and choosing which programs to record.
Have you received the new Terms and Conditions? Has Yahoo made changes to your account? Let us know in the comments!