Yahoo delays Panama
The launch of the new Panama advertising platform “will take a little longer than we initially expected,” said Yahoo Executive Director Terry Semel. It definitely should not be expected before the fourth quarter, that is, three months later than promised in May. Panama platform will take effect no earlier than I quarter. 2007 The timing shift is due to “unforeseen difficulties”, because of which the system does not have time to pass 20,000 scheduled tests. Apparently, I mean too many bugs.
It would seem that the usual news, however, caused a staggering drop in Yahoo shares. A fall of 15% per day happens very rarely, it is quite a serious shock to the market. The reason is that Yahoo receives the lion’s share of its profits from contextual advertising. In this extremely competitive market, it is fighting Google and Microsoft .
New advertising platform Yahoo codenamed Panama has advanced features that have been tested for several months. These are functions for working with several groups of keywords from one account with the possibility of comparative testing of their effectiveness, geo-targeting by IP addresses (you can select the exact region to display advertisements), better customization of work on a schedule, implementation of some business parameters in the interface, the cost of attracting a user (cost-per-acquisition), etc. In addition, the new platform implements the same ranking model of ads based on their quality, like Google .
According to comScore statistics, Google processes 48% of Internet searches, and Yahoo comes in second place with 28%. Recently, the share of Google is gradually increasing, while the share of Yahoo, on the contrary, is decreasing. However, Yahoo executives are optimistic about their position in the media and search advertising market. In the second quarter. In 2006, marketing services (including advertising) brought Yahoo $ 1.4 billion, which is $ 300 million more than in the same period last year.
')
Speaking to experts, Terry Semel also stated that the click-Freud level measured by independent analytic companies on their portal turned out to be less than the figures recently announced by third-party companies (they estimated the level of contextual advertising fraud at 14.6%).
It would seem that the usual news, however, caused a staggering drop in Yahoo shares. A fall of 15% per day happens very rarely, it is quite a serious shock to the market. The reason is that Yahoo receives the lion’s share of its profits from contextual advertising. In this extremely competitive market, it is fighting Google and Microsoft .
New advertising platform Yahoo codenamed Panama has advanced features that have been tested for several months. These are functions for working with several groups of keywords from one account with the possibility of comparative testing of their effectiveness, geo-targeting by IP addresses (you can select the exact region to display advertisements), better customization of work on a schedule, implementation of some business parameters in the interface, the cost of attracting a user (cost-per-acquisition), etc. In addition, the new platform implements the same ranking model of ads based on their quality, like Google .
According to comScore statistics, Google processes 48% of Internet searches, and Yahoo comes in second place with 28%. Recently, the share of Google is gradually increasing, while the share of Yahoo, on the contrary, is decreasing. However, Yahoo executives are optimistic about their position in the media and search advertising market. In the second quarter. In 2006, marketing services (including advertising) brought Yahoo $ 1.4 billion, which is $ 300 million more than in the same period last year.
')
Speaking to experts, Terry Semel also stated that the click-Freud level measured by independent analytic companies on their portal turned out to be less than the figures recently announced by third-party companies (they estimated the level of contextual advertising fraud at 14.6%).
Source: https://habr.com/ru/post/4194/
All Articles