Does Yahoo allow an affiliate to advertise directly for its parent company as Google allows? In other words, if I am an affiliate of Sears and Sears does not have any restrictions on advertising directly, is it ok with Yahoo's new search to do so?
In a nutshell, we do allow affiliates to advertise with us directly, but there are some guidelines: If you're an affiliate of Company A, the landing page you submit must be owned or controlled by you (not Company A) or be a Company A page that is personalized/co-branded with your name or business name. We would not accept your ad if it lands on a non-personalized Company A page.
They sure are missing out. Merchants can never cover all the bases, just as no one single affiliate can - the diversity of search today means you need more than one head focused on it.
Between the affiliate stance and not building proper tools for third parties / agencies to manage ppc (not bid tools, I mean something like G's MCC accounts so outside parties can be hired to run and manage a merchant's ppc), they're missing out on two main reasons why G's killing them in the marketplace.
Consumers suffer too - when they search for something niche and specific, there's fewer choices presented because there's not nearly the volume of people and mind space behind the scenes setting up ads for their targeted consumption.