Posted on 12/26/2005 11:05:02 PM PST by george76
The media giant’s search marketing business wants to be numero uno in the field it helped create.
Yahoo Search Marketing’s getting an extreme makeover.
Earlier this year, Yahoo re-branded its online marketing unit.
What was once called Overture became Yahoo Search Marketing in a move to more closely identify the group with its corporate parent.
Next step: the unit moved from Pasadena, California, into fancy new offices in Burbank, California, home of Walt Disney and other high-profile media companies.
Its executives are launching an aggressive assault to regain some ground lost to search leader Google in an area they had once pioneered.
Among the key moves this year, the Yahoo unit in August expanded its Publishers Network, the network of sites that it serves up ads on, to include small-sized publishers (see Yahoo Treads on Google Turf).
Until then, Yahoo had primarily worked with large publishers like CNN, The Washington Post, and ESPN to display ads on their sites.
Under the new program, publishers of blogs and other web sites can give Yahoo the categories of industries for which they think their audience would want to see ads.
Of course, Yahoo’s systems would also continue to generate ads based on the content of their sites.
Yahoo Search Marketing has been around for eight years—though with a different name. Overture was born at startup incubator Idealab in 1997...
Search companies like Yahoo and Google, which grossed revenue of $3.6 billion and $3.2 billion respectively last year, have built their fortunes on search-based advertising.
“These are still very early days,” says Mr. Mitgang. “A lot of marketers still have to start to participate [even as] a lot are moving beyond experimentation into optimization.”
(Excerpt) Read more at redherring.com ...
"Google Mocks Christ on Christmas Eve"
"While trying to find a nativity image for my last post before Christmas..a search for "baby jesus" on Google."
"This is the result."
http://www.freerepublic.com/focus/f-news/1546782/posts
Guess it's time for me to switch search engines. Any recommendations?
Stick with Google or ask.com.
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