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YPN Relevancy Issues

Posted on 1.11.2007

Contextual advertising has changed the Web for small-time online publishers (bloggers, affiliates) and for advertisers. There have been few opportunities presented to both groups to achieve relevant, targeted solutions for each other until Adsense and its growing list of competitors latest offerings. Late to the game and still in beta, Yahoo! Publisher Network (YPN) really has an opportunity to take some market share from Google and bring in loads of quality traffic for advertisers (may be a good time to buy YHOO). One of the reasons I believe YPN isn't ready are the perpetual relevancy concerns which have been voiced before and continue to be a problem. Now, while I live and work in Chicago and might consider purchasing a Chevy Equinox from CarMax, there would have to be roughly 100 other advertisements that would have been more relevant to the content I was reading and the site I was visiting. To be fair, a return visit to the website where I found this (SearchEngineRoundTable) showed more relevant ads the second time around - but as an advertiser like CarMax, how often are you willing to display your ads on irrelevant sites and under inappropriate conditions?


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