'Net Features : yahoo amp

Major Gains For Search in Q4

Pete Prestipino — Tue, 13 Jan 2009 15:48:00 GMT

Online marketing intelligence provider AdGooroo released a report today indicating major gains in search during the fourth quarter.

Google led in Q4 with first-page advertiser growth of 58.0 percent, followed by Live Search with 42.3 percent. Yahoo! trailed with a mere 8.8 percent, surprisingly low given the brisk pace of online holiday sales.

“Ad coverage on the search engines continues to provide a reliable indicator of advertising activity and is the focus of increased industry chatter,” said AdGooroo Founder Rich Stokes. “The Q4 report shows that we measured large increases in ad coverage on Google. Microsoft ad coverage fell, on the other hand, likely indicative of their continuing focus on ad quality control and holistic search. Yahoo! showed little change in ad coverage from other 2008 reports.”

Other significant findings contained in the report include:

A combined Microsoft/Yahoo! entity would increase large advertiser counts on the Live Search network by 157 percent, making a strong case for Microsoft acquiring Yahoo!.
Microsoft continued to close the gap in advertiser share with Yahoo: In Q3, Yahoo! led by 17.6 percent, but this lead has narrowed to 3.0 percent at the end of Q4.

Those interested in learning more can view and download a complimentary copy of the report, “Search Engine Advertising Update – Q408” in the AdGooroo Research Library.

Yahoo Unveils APT

Pete Prestipino — Fri, 26 Sep 2008 15:01:00 GMT

Yesterday Yahoo formally announced the launch of APT. The digital advertising solution that aims to "streamline the process of planning, buying and optimizing display advertising."

Yahoo's APT network will facilitate buying and selling advertising on a unified platform for publishers, advertisers, agencies, networks, partners and developers. The Web-based solution is a single platform for connecting digital advertising, including ad serving, ad network and ad exchange.

From the release: It is designed to streamline advertisers' ad-buying process for multiple accounts across multiple publishers, and enable creative testing and campaign optimization. It is also intended to help advertisers precisely yet easily identify audiences through geographic, demographic and interest-based targeting while enabling publishers to better monetize their content as well as making better connections across the Web.

The platform is rolling out in phases beginning with publishers the San Francisco Chronicle of Hearst Newspapers and San Jose Mercury News of MediaNews Group. Additional publishers will have access to the APT platform in the coming month and advertisers throughout 2009.

Yahoo AMP Ups the Ante for Microsoft

Administrator — Mon, 07 Apr 2008 16:02:00 GMT

Microsoft has given a three week deadline for Yahoo to accept the buyout proposal, or things are going to get nasty. In response, Yahoo unveiled their plans for AMP - a Web-based system to buy online ad space across some 600 newspapers and other sites, said to be available by July.

The new ad system is designed to let publishers find available ad space on their own sites for advertisers, in newspapers or on other sites when no space is available. The name of the game here is speed. AMP's Web interface allows publishers to see their own available ad space, combined with others' to offer the ability to quickly and easily fill space and get Web impressions without needing to contact multiple publishers and other outlets. Yahoo says the system allows for competitive bidding, and behavioral, demographic and geographic targeting.

Microsoft has approached the buyout of Yahoo as a way to better compete with Google in the online ad space. Google already has a newspaper ad service in place - PrintAds allows those advertisers buying contextual Web ads to also place ads in daily and weekly US newspapers. The timely announcement of Yahoo's plans could raise the bar and force Microsoft to up their bid for Yahoo.