Fast, Yahoo Roll Out New Options For Search Ads
Friday, February 9, 2007
Continuing the endless quest for an alternative to Google, Fast Search & Transfer and Yahoo rolled out new search advertising platforms last week, each hoping they had the answer. Yahoo introduced the final piece of its Panama project, a new search marketing ranking model that takes ad performance into account when calculating where an ad will be placed on a page. Previously, Yahoo awarded the best page position to the advertiser willing to pay the most for a given search keyword. But as Google made clear with its recent report of 67% year-over-year quarterly revenue growth, ads that not only pay well but play well--ads that get lots of clicks--return better results for everyone involved in making them happen....
