comScore Defines Panama Effects

ComScore Networks has found that Yahoo's new ranking model has increased click through rates on its ads, at least initially. The study, based on the online behavior of comScore's U.S. sample of 1 million Internet users, compared the first two weeks after the launch of the ranking model to the previous week, and found a 5-pecent lift the first week, and a 9-percent lift in CTR the second week.

ComScore also found that Yahoo's search ads are gaining ground as a percentage of total clicks. Prior to the Panama launch, ads held 10.1 percent of clicks, which increased to 10.6 percent of total click volume in the week ending February 11 and 11.1 percent in the week ending February 18.

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.