Loading ...Google has been the dominant player in search advertising for a long time, but is Yahoo and Microsoft about to shake things up with their joint effort? Only time will tell, but one thing that is certain is that the online marketplace will definitely see many changes in the coming months as Yahoo and Microsoft implement their search agreement.
The advertisers that use Yahoo’s ad platform will soon be migrating to Microsoft’s adCenter. The full transfer is anticipated to take place over the next 24 months and will begin in the U.S.
According to David Pann, Yahoo’s Vice President of Search Advertising, the company hopes to have the U.S. migration completed in time for the holiday season this year. However, if meeting that timeline means sacrificing quality, Pann told WebProNews that Yahoo would simply move the timeline to ensure the highest quality transition.
After the deal is implemented, Microsoft will be in charge of the core advertising platform for both companies, which specifically includes matching, ranking, pricing algorithms, and more. Yahoo, on the other hand, will maintain its responsibility for the consumer experience.
Speaking about the benefits of the deal, Pann said it was a “win” for advertisers, consumers, and publishers.
“It’s really a win for advertisers with a single buy getting access to more inventory, it’s a win for consumers for a greater relevance, and it’s a win for consumers and publishers since they have greater access to a new set of participation and inventory.”
In spite of all the changes the deal will bring for advertising, Pann was quick to say that Yahoo is still innovating and would continue to do so.
Keep watching WebProNews for more on Yahoo’s current innovations as well as information on company’s mobile and real-time efforts.
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My concerns would be; What kind of our personal information data will be shared between the networks and how often? If we are not signed into an account with one but we are with the other, is that info now shared with both automatically, considering that now, they are one?
What are some of the new innovations going to do for us as individuals that don’t fall into the consumers, publishers and advertisers category?
What will the benefits be for all of us cell phone users with limited old school WAP browsers in relation to real time with quick and trouble free downloads etc…? Will it in turn increase our capability’s in the selected industries and hopefully more areas as well??
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I don’t understand how there could be privacy concerns in this deal. We have no way of knowing how secure our personal data is anyway with either company. For all we know, it could be more secure with the new enterprise.
I doubt they are ready to take on Google though. Google owns search for now.
It seems like Bud Selig’s stupitidity will continue to haunt baseball. The trial is set for April 5. Another baseball season starts with PEDs as a major topic of conversation. Great idea the Mitchelll report. It was supposed to put the Seroid issue behind us but it seems to have put it front and center, year after year……
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Yahoo, on the other hand, will maintain its responsibility for the consumer experience.