Good question, and one for another day.
In the meantime, this:
Yahoo Overhauls System for Selling Display Ads
By STEPHANIE CLIFFORD
Published: September 24, 2008
Yahoo announced on Wednesday the details about its system to buy and sell display advertising online, with the hope that the company can dominate the display ad market in the same way Google steers the search market.
William Dean Singleton of MediaNews, left,
Sue Decker, president of Yahoo,
and Jerry Yang, chief of Yahoo, on Wednesday.
The new platform, called APT, will allow both publishers and advertisers to manage display advertising across the Web sites of several hundred newspapers across the country, along with Yahoo sites and large sites like eBay and WebMD.
At an event at Advertising Week in New York, executives said that the 800 or so members of Yahoo’s newspaper consortium would be using the system, formerly known as AMP, by the end of the year.
For advertisers, the new system would simplify the buying of display ads. Currently, advertisers typically buy display advertising from individual sites, or use ad networks, where they do not always control where their ads appear. If the platform develops as Yahoo promised, it would allow newspapers to make more money from online advertising. National advertisers do not want to make hundreds of tiny purchases, and the APT platform would make member newspapers’ Web site space available to national advertisers through one national purchase.
It would also let publishers use Yahoo’s targeting capabilities for ads on their sites, and use the demographic and behavioral information Yahoo has about users to show them appropriate ads. That “allows us to charge more” for the advertising space, said William Dean Singleton, the chief executive of the MediaNews Group, at the event.
Publishers can also allow Yahoo and other newspapers to sell their ad space as long as it meets a minimum price. For example, if a publisher knows his sales force can get $1 per thousand impressions on a certain ad unit, he might allow partners to sell it if they can get $1.25 or higher.
The San Jose Mercury News and The San Francisco Chronicle have been testing the system, and the next users will be Cox Newspapers, the MediaNews Group and Scripps Newspapers. In 2009, Yahoo will offer APT to advertisers, agencies and advertising networks.
“It’s going to be all about the execution of getting scale into the system — can they convince advertisers and publishers and agencies that this is the way to go?” said Benjamin Schachter, an analyst with UBS Securities. “If they can succeed with that, then clearly there will be enormous rewards.”
Google, AOL and Microsoft, however, are all trying to develop their own versions of display advertising platforms. And Yahoo has problems: the Yahoo management team has been criticized by analysts and investors for not agreeing to an acquisition by Microsoft, its stock recently hit a five-year low and the Justice Department may be preparing to challenge a search deal with Google.
“In general, you can’t give this team the benefit of the doubt,” Mr. Schachter said.
Yahoo executives showed a preview of the system at the event. It featured a report center, a display of campaigns running, search capabilities and the ability to preview how an ad will look on a given site.
If Yahoo can use its data well, said Darren Herman, the head of digital media at the Media Kitchen agency, “they can target, hopefully, much more effectively, and when I’m calling up for an advertiser, they can give me the exact audience I want.”
Mr. Herman said, however, that Yahoo had made promising announcements for years, “but then it gets lost.”
Jerry Yang, Yahoo’s chief executive, said in an interview after the event that Yahoo and its partners would “benefit from all that liquidity in the marketplace.”
At an event at Advertising Week in New York, executives said that the 800 or so members of Yahoo’s newspaper consortium would be using the system, formerly known as AMP, by the end of the year.
For advertisers, the new system would simplify the buying of display ads. Currently, advertisers typically buy display advertising from individual sites, or use ad networks, where they do not always control where their ads appear. If the platform develops as Yahoo promised, it would allow newspapers to make more money from online advertising. National advertisers do not want to make hundreds of tiny purchases, and the APT platform would make member newspapers’ Web site space available to national advertisers through one national purchase.
It would also let publishers use Yahoo’s targeting capabilities for ads on their sites, and use the demographic and behavioral information Yahoo has about users to show them appropriate ads. That “allows us to charge more” for the advertising space, said William Dean Singleton, the chief executive of the MediaNews Group, at the event.
Publishers can also allow Yahoo and other newspapers to sell their ad space as long as it meets a minimum price. For example, if a publisher knows his sales force can get $1 per thousand impressions on a certain ad unit, he might allow partners to sell it if they can get $1.25 or higher.
The San Jose Mercury News and The San Francisco Chronicle have been testing the system, and the next users will be Cox Newspapers, the MediaNews Group and Scripps Newspapers. In 2009, Yahoo will offer APT to advertisers, agencies and advertising networks.
“It’s going to be all about the execution of getting scale into the system — can they convince advertisers and publishers and agencies that this is the way to go?” said Benjamin Schachter, an analyst with UBS Securities. “If they can succeed with that, then clearly there will be enormous rewards.”
Google, AOL and Microsoft, however, are all trying to develop their own versions of display advertising platforms. And Yahoo has problems: the Yahoo management team has been criticized by analysts and investors for not agreeing to an acquisition by Microsoft, its stock recently hit a five-year low and the Justice Department may be preparing to challenge a search deal with Google.
“In general, you can’t give this team the benefit of the doubt,” Mr. Schachter said.
Yahoo executives showed a preview of the system at the event. It featured a report center, a display of campaigns running, search capabilities and the ability to preview how an ad will look on a given site.
If Yahoo can use its data well, said Darren Herman, the head of digital media at the Media Kitchen agency, “they can target, hopefully, much more effectively, and when I’m calling up for an advertiser, they can give me the exact audience I want.”
Mr. Herman said, however, that Yahoo had made promising announcements for years, “but then it gets lost.”
Jerry Yang, Yahoo’s chief executive, said in an interview after the event that Yahoo and its partners would “benefit from all that liquidity in the marketplace.”
A PLACE IN THE AUVERGNE
International Herald Tribune
IHT
New York Times
NYT
Vacation /Business Trip Furnished Apartment in Paris
1 comment:
Hi. I like your blog. Internet Advertising have become a common practice these days. This kind of business costs money and nerves for the customers and brings huge profits to the marketers. They are everywhere – on TV, radio, in the Internet as well as the press. You can hear lots of complaints from the customers. They are also numerous on the Net, especially on this great site www.pissedconsumer.com.
Post a Comment