Yahoo’s Poor Ad Targeting & Thoughts On Google-Yahoo
September 22nd, 2008 by admin
Previously, I
wrote of how Yahoo’s recent press day proved disappointing to me. Time
for part two of that: how the Google-Yahoo ad deal is supposed to help
Yahoo. Oh, it might, but not for the reasons Yahoo put out — the idea it
would somehow get advertisers it was missing. More about that below, as well
as thoughts on Google’s auction that’s not an auction and whether the
Google-Yahoo deal should be blocked.
As part of the press day presentation, Yahoo executive vice president
Hilary Schneider showed how few ads Yahoo returned for a search on [red
roses in birmingham alabama]. In contrast, Google’s search results page was
loaded with ads. By partnering with Google, Yahoo would thus be able to
supplement its own ads with these additional ones that it lacked.
Sure, Yahoo had fewer ads. But that’s not because it lacked advertisers
that Google has. It’s because Yahoo’s ad targeting system is pretty lame.
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