europeforvisitors - 3:37 pm on Aug 18, 2005 (gmt 0)

iVillage is a premium publisher and deals are different. Although terms weren't disclosed, I wouldn't be surprised if they negotiated a CPM floor and/or higher PPC rates than what they had been getting with Adsense.

That's the most likely explanation. But AdSense probably isn't a great fit for iVillage anyway. Google's automated contextual targeting works best on niche content, while Yahoo's "human-edited" approach (which sounds to me like site targeting) may be a better choice for general-interest news/entertainment/portal sites like iVillage.