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Yahoo! New Ad System to Launch Today

Yahoo! announced the launch of their new ad system today.

     
7:01 am on May 8, 2006 (gmt 0)

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The WSJ [online.wsj.com] and Reuters [yahoo.reuters.com] have articles announcing that Yahoo! updated their PPC platform interface today.

On the 17th of May they are going to unveil their new ad ranking criteria. In the third quarter they intend to integrate analytics that helps you manage your spend on Google AdWords and Microsoft AdCenter.

11:03 am on May 8, 2006 (gmt 0)

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Is anybody else as completely unimpressed about all this as me? I cannot believe that this is the headline on BBC Business news today.

[news.bbc.co.uk...]

"Yahoo unveils new advert system"

No they're not. They've simply admitted that their contextual ad serving algo version 1 sucks, and they're trying version 2.

Googlers must be ROAFLOL at this.

On the other hand; if it really is an improvement, then yes - YPN publishers should see an improvement as better targetted ads == higher CTR.

2:26 pm on May 8, 2006 (gmt 0)

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I think it will be a great update for Yahoo. The new ad serving algo is a welcome change I think. The old pure auction system was dated.

Today is just the API release to partner vendors, but the full Panama release will happen in June-July time frame.

3:41 pm on May 8, 2006 (gmt 0)

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Does Panama incorporate YPN? Or are they completely separate? Either way, can it be inferred that a June/July launch for Panama means a YPN launch at the same time?

best,

Kenny

8:31 pm on May 8, 2006 (gmt 0)

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E-mails sent to US and UK advertisers by YSM today.

The jist

- launching in the fall
- has been extensively tested already by advertisers, apparently with good feedback.
- ability to test adverts side by side
- much easier to navigate
- more tools to manage account
- we will need to make changes to account to deal with new system
- will be further e-mails with details in the lead up
- will feature geo-targeting
- most ads go live instantly
- new quality index (suggests you will be able to see how competitors ads do)

8:47 pm on May 8, 2006 (gmt 0)

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I guess that the requests directed at Yahoo to add a tool to allow advertisers to opt-out of selected Sponsored Search websites will not be included by the looks of the press release. This is very bad news for advertisers who are receiving large quantities of worthless clicks from parked domains in the Sponsored Search listings.
10:51 pm on May 8, 2006 (gmt 0)

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Here is a link to the press release:
[biz.yahoo.com...]
10:55 pm on May 8, 2006 (gmt 0)

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UnitedRigo,

I couldnt agree with you more, this "update" is simply bringing Yahoo up to par with where Google was 3 years ago.

The fact that they do not have an "Opt-Out" of their partners is a complete joke, however from our personal experience their partners send us 99% foreign traffic, so hopefully with the "Geo-Target" this will eliminate part of the problem.

1:44 am on May 9, 2006 (gmt 0)

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Has anybody heard whether a a tiered-login approach is forth-coming?

I'm hopeful the new release will finally address the agency needs to monitor multiple accounts without having to go to 3rd-party solutions.

12:31 pm on May 9, 2006 (gmt 0)

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Exposure - we have had a single login for multiple accounts for ages and ages. Probably worth discussing with your rep.
1:25 pm on May 9, 2006 (gmt 0)

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I've been trying to get someone to understand what I'm requesting for ages and ages... they keep trying to sell me Kowabonga or Commission-Junction commission-style services that I don't care about.

It's quite discouraging. In fact, I dealt with three different reps last week, two of which told me they didn't offer the service I was looking for and the third stopped isn't replying to me anymore.

None of the 3 could even give me a dept. name of phone number for higher level comm.

Maybe someone here could guide us to the correct group?

3:33 pm on May 9, 2006 (gmt 0)

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...we have had a single login for multiple accounts for ages and ages...

What I'd like is reporting that spans all the accounts. Logging in to each one for reporting is a major pain.

7:20 pm on May 9, 2006 (gmt 0)

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Are they planning on opening things up for Affiliates who do direct to merchant? That is where Google makes tons of Money. MSN is doing the same thing. Is Yahoo going to follow suit?
9:40 pm on May 10, 2006 (gmt 0)

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They had to do that much earlier,many people reported that their algo sucks
10:31 pm on May 10, 2006 (gmt 0)

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>>>Are they planning on opening things up for Affiliates who do direct to merchant? That is where Google makes tons of Money. MSN is doing the same thing. Is Yahoo going to follow suit? >>>

I hope so!

8:58 am on May 12, 2006 (gmt 0)

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I really hope they will improve their traffic quality. Otherwise ... no launch will help...
9:47 pm on May 12, 2006 (gmt 0)

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UnitedRigo,

in regards to your statement:
I guess that the requests directed at Yahoo to add a tool to allow advertisers to opt-out of selected Sponsored Search websites will not be included by the looks of the press release. This is very bad news for advertisers who are receiving large quantities of worthless clicks from parked domains in the Sponsored Search listings.

I had my Yahoo ad appearing on a parked domain that was advertising on Google (what kind of high-quality partner is that for Yahoo... they advertise on Google?). I was trying to figure out how they were pulling my ad because I do not participate in Content Match. I discovered not only do you have to have Content Match Advertising off, but you also have to have Advanced Match Type off. Yahoo says: "The Advanced match type drives additional targeted leads to your business from our high-quality partner network of sites." This is just Content Match by a different name. So I turned that off as well. I looked today and we are finally off that site's listings on their landing page. This is where I was getting lots of worthless clicks and they have stopped now.

5:45 pm on May 14, 2006 (gmt 0)

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TeriGW,

I have Content Match and Advanced Match turned off. However, keep looking in your logs and you will notice that there are still "Parked Domains" and other low-quality sources that show your ads from Yahoo and bring you traffic. Yahoo has an undisclosed number of these websites that are allowed to paricipate in the Sponsored Search results. In my expereince the traffic from these websites is poor quality.