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Yahoo Publisher Contextual Advertising Network Forum

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Poll: Should YPN Ads open in a new window?
This would give YPN the same CTR as Google

 4:19 pm on Dec 1, 2005 (gmt 0)

2 Part Poll. In addition to answering the poll, please disclose if you are primarily a publisher, primarily an advertiser or about evenly both:

Part 1, Select Only One Option:
1. YPN should open all ads in New Window.
2. YPN should allow publishers to decide if it opens in a new window.
3. YPN should allow advertisers to decide if their ad opens in a new window (for an added fee)
4. YPN should keep it as is

Part 2, Select as many as you believe are true about opening in a new window:
A. This would be good for publishers
B. This would be good for advertisers
C. This would be good for the YPN
D. This would be bad for advertisers
E. This would be bad for the integrity of YPN (even if income goes up in the short term)
F. This wouldn't make a difference to Advertisers either way

My answers:
Poll 1: Two
Poll 2: A,C,F
Disclosure: Primarily a publisher



 5:26 pm on Dec 1, 2005 (gmt 0)

My answers:
Poll 1: Two
Poll 2: A,B,C

Explanation: is going to be good for advertisers too because too many people click the back button and then click on the same ad again, costing the advertisers extra $

Disclosure: Primarily a publisher


 8:40 pm on Dec 1, 2005 (gmt 0)

Part 1: Four
Part 2: E

I am a publisher. It would be bad for everyone. It might not look that way, but it would. It would be bad for advertisers because then they would have the users focus not on just their site, but on the other site as well. They pay for the whole user, not just part of him/her.

This would in turn cause advertisers to pay less per click because of fewer conversions. Fewer conversions = fewer advertisers, fewer advertisers = fewer $$$

As for Part 1: Three... why in the world would an advertiser EVER pay someone to have their site open in a new window and pay more for it?

In short, this is a bad idea. Keep it as is YPN.

Besides, many people hate new windows. It's like getting hit with popups. The new window would also have to be opened by javascript which would cause Firefox and even IE toolbar along with any other popup blocking software to block it. Why should an advertiser pay for someone who doesn't even get to their site? As well, tabs are the hit now. New windows are A.N.N.O.Y.I.N.G. Again, bad idea.

As for the clicking the back button then clicking the ad again thing.. what makes you think that people wouldn't close the window and do the same thing?


 8:56 pm on Dec 1, 2005 (gmt 0)

a lot of popup blockers block all 'new' windows. It's generally a bad idea to open a new one anyways.


 5:48 am on Dec 2, 2005 (gmt 0)

Number 3 was a typo. I meant to say it the other way round. They could pay to extra to have it open in the same window.

Always interesting to hear different perspectives. I expected advertisers to be somewhat against it, but not too much.

An alternative could be to charge less for each subsequent click by the same ip and pass the savings to the advertiser. That way more exposure to the advertiser, more money to the publisher and Y.

Wish we could get a bigger sample of respondents, but since the beta is still relatively small, it's probably hard to get a lot of people to notice the YPN threads.


 12:23 pm on Dec 2, 2005 (gmt 0)

For the integrity of the YPN program, I think it makes the most sense to open links in the same window. Why give advertisers another reason to not want to bid on the content network? Because then you would get advertisers worrying about pop-up blockers, or people opening up the new window, but finishing up at the original site first... and then maybe the forget about that open window from the YPN ad they clicked and never even look at it again.

Sometimes you have to think about what makes the best user experience for the advertisers to keep them advertising so publishers can continue to make money ;)

This would give YPN the same CTR as Google

Why would opening in a new window give YPN the same CTR as Google? Visitors wouldn't be more likely or less likely to click because it opens in a new window or not... in fact, most probably don't even think whether a new window would pop up or not when they click on it.


 3:17 pm on Dec 2, 2005 (gmt 0)

What made me think of the question in the first place was that I was on a site with YPN and there were 2 ads I was interested in. Like with any link I want in a new window, I usually hold the control button and click. Didn't work. So I hit the back button for the second ad and out of curiosity right clicked it hoping for an "open in new window" link, but something about the way they are handling links disabled that too.

There do seem to be some ads where the url on the bottom is enabled for that. But in those cases I don't see a redirect to Yahoo which probably means the publisher isn't credited with the click.

Anyway, it got me thinking to view these ads in the shoes of the people who use them. As a surfer it bothered me that I couldn't use standard functionality. As a publisher it bothered me that I couldn't control it the way I control all other links. As an advertiser I thought the new window wouldn't bother me too much unless I started seeing fake clicks. But if they adjusted income for extra clicks by the same IP, not only would it not bother me, I'd even like it. As the ads stand now, I don't even understand how the clicks work and what they're doing to override normal functionality.

As a side point, I really don't like the implementation of the new window link in general. And even communicated with one of the browser developers that something should be done to allow the surfer to control the open in new window experience. There should be visual cues as to when it's a new window or same window and a simple mouse override without right clicking. The developer totally agreed and it sounded like a future version might have some of that implemented.

BTW, what did you mean about pop ups? How is that related to "new windows"?


 3:12 am on Dec 3, 2005 (gmt 0)

Let the visitor decide if they want to open it in a new window, it doesn't matter to me, they decided to leave my site by clicking.

I say don't force it to open in a new window, I hate pop up windows, which is why my Firefox is set to open popups in a new tab.


 10:59 am on Dec 3, 2005 (gmt 0)

As a publisher, I'm perfectly fine with the links opening up in the main window. After all, the advertiser is paying for that visitor to leave my site, and paying handsomely at that. Leave it as-is.


 5:17 pm on Dec 3, 2005 (gmt 0)

BTW, what did you mean about pop ups? How is that related to "new windows"?

In IE when you have a window open and you resize it smaller then close it, IE "remembers" that as a default window opening size. And depending on the size, new windows can trigger popup blockers.


 5:23 pm on Dec 3, 2005 (gmt 0)

From an advertisers perspective, I still don't see the benefit of this to the advertisers and they are the ones who will decide if the program works.

From a publishers perspective, you are selling the visitor when you use contextual advertising. If you want them to stay on your site, don't run advertising for other sites. When this came up with Adsense it sounded just like this, people who want to have their cake and eat it too.


 5:33 pm on Dec 3, 2005 (gmt 0)

Thanks Jenstar.

Woop, it's just a poll to see how people feel about it. I found the results, so far, interesting and different than expected.

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