Yahoo contextual advertising solutions way behind Google in 2008
One of Yahoo’s greatest competitive weaknesses, in comparison to Google, is their contextual advertising platform - though they are still ahead of Microsoft. AdSense (Google’s contextual advertising system) is hand’s down the most powerful contextual advertising system on the Internet. With Google’s recent acquisition of Double Click they can now utilize the AdSense contextual network to display CPM priced banners - enhancing their CPM advertising distribution to an unbelievable amount. Google is the worlds largest display advertising company - bigger than Specific Media, 24/7 Real Media, Platform A (AOL), and any other competitors. Google has been slowly rolling out their display advertising efforts through the AdSense contextual network. On this website, as well as other online properties that we own, we have seen these ads and they pay very little. So we have been forced to turn off image advertisements, and only show text display ads; as CPM payout is worthless. Back to Yahoo contextual network, it sucks, oh I already mentioned that. I’m sure many of you have seen these ads before:
They are a perfect example of Yahoo’s terrible contextual network. There is no revenue optimization system in place - which is clearly evident otherwise Yahoo would be constantly rotating competing ads in order to determine the highest revenue per click advertisements. I’m certain that the advertisers shown above have a contract with Yahoo for a static price per click, and in return they get premium placement - but this is to the detriment of Yahoo and Yahoo shareholders. Wake up Yahoo, there is no shame in duplicating Google’s contextual network; what are you waiting for?
Tags: contextual network, display advertising, Google Adsense, online advertising, Paid Search, search engine marketing, yahoo contextual network, YPN
