Yahoo! Publisher Contextual Lunch

Why chose Yahoo!?

  • provide control to publishers - not a black box

  • quality network
  • competitive revenue opportunity (over 100,000 ad buyers)
  • opportunity to integrate with Yahoo! content & Yahoo! users
    custmoer service & community

Size of Yahoo! Publishing beta?
approximately 2,000 publishers

they just launched ads in rss feeds

  • open to all beat participants

  • diversifies rev ops
  • aligns w growing shift to rss
  • supports movabletype and wordpress
  • ads optimized to drive revenue

Yahoo! stated some think 5-6% of web users use rss but Yahoo! research showed it was closer to 30% of web users.

Jen asked if Yahoo! has anything similar to Google AdWords smart pricing?

  • not needed for the following reasons

  • allows advertisers to bid separately for the different content channels
  • Yahoo! is more selective with partners

Jen asked when Yahoo! Publisher would be global
likely early 2006

plans for an affiliate program?
want to work to lower bar to make it easier for publishers to make money and work with Yahoo!...will allow affiliate program and will likely eventually support cpm pricing

wide range of topics on one to be relevant?
can target ads at page level, directory level, or site level...can allow page or directory to override the site level targeting

going to change rev share percentage after beta?
absolutely not, but eventually may use traffic quality to adjust click price

Will Yahoo! offer behavioral targeting on contextual ads?
no nearterm plans, but may eventually

Rate of revshare / how compare to Google AdWords?
Yahoo! does not share the revshare %. more interested in being competitive in allow you to monetize.
revshare by publisher will vary over time

may eventually say you are in x range... to get in another range you may need to (get more traffic higher quality clicks etc)

Jen said targeting was no good at it where it needs to be?
still working to improve...pleased with speed at which it is being made better

Will Yahoo! offer a premium publisher program?
may give advertisers more control over who working with. but even small publisher may be premium if quality targeted traffic etc

How long will Yahoo! publisher in beta?
maybe toward end of q1

Jen asked plan on cpm ads?
may add cpm cpa. yahoo already does cpm on internal network

Will Overture drop the minimum bid?

Published: November 16, 2005 by Aaron Wall in contextual advertising


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