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Yahoo Search Marketing Pay Per Click Advertising Forum

    
Yahoo Inc's Panama Goes Live?
jim2003




msg:3124901
 12:25 am on Oct 18, 2006 (gmt 0)

From todays Yahoo Earnings Call:

Mr. Semel said that the company on Tuesday began inviting advertisers to use a new interface for its online ad system. The improvements are part of a much-awaited upgrade to Yahoo's online ad system, codenamed "Panama." Mr. Semel said the rollout of related changes to its search-ad ranking system remained scheduled for the first quarter of 2007

 

macdave




msg:3124984
 2:03 am on Oct 18, 2006 (gmt 0)

Apparently invitations will be sent out to selected advertisers, giving them the ability to upgrade their accounts prior to the official full rollout next year. You can even request an invitation:

[searchmarketing.yahoo.com...]

webpublisher




msg:3125006
 2:24 am on Oct 18, 2006 (gmt 0)

I found the following to be very interesting:

"Please note that there will be no change to the way listings are ranked for the remainder of 2006; they will continue to be ranked by bid as they are today. Early next year, we will change the way ads are ranked, taking ad quality into account, as well as bid. More detailed information will be provided regarding this change before it occurs."

running scared




msg:3125294
 8:46 am on Oct 18, 2006 (gmt 0)

I went in to see if new accounts would be "panamared" or not and needless to say I couldn't get anything to work.

Does anybody know if all new accounts go onto Panama straight away? If not, any idea of a timeline?

running scared




msg:3125298
 8:48 am on Oct 18, 2006 (gmt 0)

taking ad quality into account

Only mentioned ad quality. Does that mean no landing page quality at this stage?

Angelis




msg:3125326
 9:50 am on Oct 18, 2006 (gmt 0)

Accounts will not go live instantly, you can apply to try the new system out over the next few months. Enforced changeover will be early next year.

engine




msg:3125386
 11:08 am on Oct 18, 2006 (gmt 0)

Yahoo Inc. has begun shipping its previously delayed upgrade to the Web search advertising system that will help it compete with rival Google Inc and that it is on track to begin selling ads on the system early next year, the company's CEO said on Tuesday.

"Starting today, we've begun inviting advertisers in the U.S. to upgrade to the new campaign management application," Terry Semel told investors on a conference call following the Internet media company's third-quarter results.

Yahoo's Panama [today.reuters.com]

Just to clarify, these are invitations to US advertisers for this quarter, with the launch schedule of early in the new year.

RhinoFish




msg:3125506
 12:54 pm on Oct 18, 2006 (gmt 0)

Given how poorly they've implemented changes before and how poorly the interface works, it'll be exciting to see how they grade quality later... probably much later...

Stock price drops this year have cost them $22B and analysts blame it partly on the interface - at least they say the new interface is the answer to the drop in revenues... you'd think Y would make this their #1 priority... in 2005...

[biz.yahoo.com...]
~~~~~~~in part~~~~~~~~
After announcing a 38 percent drop in Yahoo's third quarter profit and dimming the revenue outlook for the crucial holiday shopping season, Yahoo Chairman Terry Semel acknowledged the company's recent difficulties in a Tuesday conference call and vowed to fix them with a "back to basics" approach.

The promise helped lift Yahoo's sagging stock price, which increased by more than 3 percent in extended trading.

Semel punctuated his pledge by announcing Yahoo had finally started to roll out much-anticipated improvements to its system for selling and distributing ads tied to search terms and other topics displayed on Web pages.

The improved ad platform, which Yahoo abruptly delayed three months ago, is considered the key to the company's comeback efforts. The changes aren't expected to begin boosting Yahoo's profits until next year.

Wall Street has been frustrated with Yahoo for most of this year, largely because the company hasn't been targeting online ads as effectively as Google Inc., the Internet search leader that runs the Web's largest marketing network.

Yahoo's improved ad platform, code-named "Panama," is designed to close the gap with Google.
~~~~~~~~~~~~~~~

[edited by: RhinoFish at 12:54 pm (utc) on Oct. 18, 2006]

jtoddv




msg:3125529
 1:11 pm on Oct 18, 2006 (gmt 0)

After announcing a 38 percent drop in Yahoo's third quarter profit and dimming the revenue outlook for the crucial holiday shopping season, Yahoo Chairman Terry Semel acknowledged the company's recent difficulties in a Tuesday conference call and vowed to fix them with a "back to basics" approach.

Holy mackerel! Does this mean that Yahoo! finally realizes that they need to stop buying companies that are unrelated to their ad business and start investing that money in their own product, exactly what a lot of us here have been saying for some time? It only took them over a year to figure it out.

sem4u




msg:3125544
 1:25 pm on Oct 18, 2006 (gmt 0)

Wall Street has been frustrated with Yahoo for most of this year

I have been frustrated with Yahoo! for years!

Roll on Panama.

skibum




msg:3125656
 2:28 pm on Oct 18, 2006 (gmt 0)

Hopefully the ad quality being incorporated into the algo doesn't hit quite as hard as the Google implementation.

<snip>

[edited by: werty at 10:05 pm (utc) on Oct. 18, 2006]
[edit reason] Removed per users request [/edit]

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