RhinoFish - 10:41 pm on Oct 8, 2006 (gmt 0)
I just completed some further ROI studies for my campaigns running on the Yahoo network only (not content match) and they're not running advanced match. These revealed further erosion as well and I've reduced my spend by another 50%. Having tried to focus on just the most controlled locations, I'm very disappointed to see this happen. I've known content was contaminated and that advanced match meant too many irrelevant imps, but this latest study across several markets is a real letdown. As we advertisers act in response to Y's inability and unwillingness to screen and monitor ad distribution partners, their revenues will continue to decline along with their stock price. If you check your referral urls, it's easy to see that having content match turned off no longer keeps the muck level down - Y's just moving more and more junk into their "search" category.