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iVillage to replace AdSense with YPN

iVillage was one of the high profile AdSense publisher

   
4:05 am on Aug 18, 2005 (gmt 0)

10+ Year Member



AdWeek is reporting that iVillage will be replacing Google search and contextual advertising solutions with of Yahoo search and YPN solutions.

In addition, Yahoo's Content Match contextual text advertising will replace Google AdSense advertising on iVillage article pages. Financial terms of the deal were not disclosed.

Article can be accessed here.
[adweek.com...]

I wonder whether other major publishers currently using AdSense will switch to YPN program especially since YPN has the highest min CPC rate.

7:51 pm on Aug 19, 2005 (gmt 0)



>>>As long as AdSense can serve enough ads for digital storage cards on contextually targeted pages, the ad budget gets spent and the advertiser gets his or her leads.<<<

i agree with that to some extent, but i think that in two years you are going to laugh at how primitive that approach really was... because competition for contextual advertising budgets will force google to upgrade it's targeting capabilities.

also keep in mind that increased broadband penetration is opening up ad opportunities and formats that were never envisioned even a year ago... that is going to trickle down to the small advertisers and publishers that adsense is targeting, in ways that we can't imagine today.

8:36 pm on Aug 19, 2005 (gmt 0)



i agree with that to some extent, but i think that in two years you are going to laugh at how primitive that approach really was... because competition for contextual advertising budgets will force google to upgrade it's targeting capabilities.

I don't think contextual targeting (based on keywords) is any more primitive than, say, targeting by age, income, etc. It's just another way of defining an audience. It works for some topics better than it does for others. If you're a travel agent selling $1,000-a-day cruises on Croesus Cruise Line, it's probably a lot more cost-effective to have AdSense ads displayed on articles, reviews, etc. about Croesus Cruises than it is to buy an ad in CONDE NAST TRAVELER. But if you're Croesus Cruises and you want to market your worldwide cruise collection to upscale travelers who might not have considered a Croesus Cruise, targeting by demographic (e.g., by purchasing an ad in CONDE NAST TRAVELER or TRAVEL + LEISURE) may be a more useful approach.

The great thing about AdSense (or any online advertising product) is that it can be tested with a relatively small investment. In that respect, it's more like direct mail than conventional media advertising.

Like direct mail, AdSense and its rivals can co-exist with traditional media campaigns. There's no "either/or"--for example, a company like Dell could use display ads to sell its mainstream product lines and page-targeted text ads to sell peripherals, supplies, digital cameras, etc. And a hotel chain might use general advertising to build interest in Widgetco Hotels while using page-targeted text ads to unload excess inventory in Trieste, Tupelo, or Timbuktu.

On my own site, I've seen AdSense fare promotions for major airlines from time to time. Those airlines obviously spend most of their money in traditional media, but for unloading a highly perishable commodity (empty seats), AdSense is a useful tool.

9:21 pm on Aug 20, 2005 (gmt 0)



it's encouraging to hear that major airlines use adwords, i had my doubts that the program was attracting any real ad budgets... but compare that to the pre-roll advertising you see on msnvideo.com... major car companies are paying far more for that kind of advertising, because it's a lot more effective as an ad medium; we are talking about major ad time on television being diverted to internet advertising instead, strictly because of the targeting and the tracking... the adwords people don't want to just co-exist with that, they want those ad $$$ for themselves... so they will have to upgrade the targeting and trackability to bring in better r.o.i... the future is now.

it's already happening with the google_kw and google_kw_type attributes mentioned earlier... every time that google can't fill an adsense spot, it represents lost income.

when your fictional camera site first signed up with google, it should have been evaluated to see what kind of an ad category it fits in(i.e., odp listing), so that google can serve up an alternative ad when nothing else is available... digital storage ads on a camera tripod page would have been a relevant example of that in action.

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