Yahoo Publisher Network to Compete with AdSense

Category Business, webmasters | Permalink | 4. March 2007

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For the past four years, Google has been the undisputed leader in search. Its rivals, Yahoo!, MSN and Ask Jeeves have spent the past few years working to narrow the vast technological and popularity gap between them and the great Google. It has been a long and hard fought series of skirmishes and battles but this week, two of the three, Yahoo! and Ask Jeeves, signaled they might be getting closer.In June 2003, Google made one of the wildest moves in the history of the Internet by innovating on the paid-advertising idea originally conceived by Overture. Already the most popular tool among search engine users, Google gave website publishers a revenue generating gift that kept on giving. Google’s great PPC innovation was to permit AdWords advertising to appear on private websites, splitting the click-through fees 50/50 with the private webmasters whose sites delivered traffic. By giving private webmasters the opportunity to generate incidental revenues by acting as billboards for AdWords, Google saw profits from AdWords skyrocket while Internet users became conditioned to accept the small and unobtrusive ads.

The paid-search advertising market is worth billions and is expected to be worth tens of billions in a few years time. Yahoo! is betting that market will support a growing network of small to medium sized online publishers who will in turn bring more revenues to Yahoo!. Google, which generates over 90% of its enormous revenues from the AdWords program, might face serious competition from Yahoo!, which currently receives about 60% of revenues from paid-advertising.

This week, Yahoo! released a beta-test version of a similar program known as the Yahoo! Publisher Network or YPN. Open to a limited number of testers, including StepForth News, the YPN is meant to compete directly with Google’s AdWords program. The beta is open, for the most part to US based users only. StepForth is fortunate to be among the few non-US based beta testers.,

Yahoo! has had two long years to study the AdSense model and appear to have adopted a unique publisher-focused philosophy offering small and medium sized publishers access to syndicated Yahoo! products and services in a bid to brand Yahoo! content as well as Yahoo! generated paid-advertising. In other words, Yahoo! is not only serving paid-ads to webmasters, it is also helping them bulk site content with Yahoo! products such as search, shopping, travel, RSS, user-option personalization featured, and eventually, Yahoo! syndicated music and video services.

Original news and more :

http://news.stepforth.com/2005-news/Aug03-05.html

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