Yahoo to power up search advertising platform in new release
The competition for online marketers’ paid search dollars will go up another notch with the planned completion in the third quarter of a redesigned search advertising platform at Yahoo. The goal, according to Yahoo, is to enable online marketers to launch search ad campaigns across Yahoo and its distributed network more quickly, and to deliver better return for marketers on their search ad investment, according to Yahoo.
The new platform will roll out on a country-by-country basis, with three phases in each market. According to Yahoo, the first phase, building the core data platform and technologies, is near completion. Yahoo is currently releasing the new search ad application interfaces designed to support the new platform to search marketing companies and other third party service and technology providers that have build systems around Yahoo`s existing search platform, so as to allow them time to build the new APIs into their systems prior to Yahoo`s full rollout of the new functionality in Q3.
Phase two will begin in the second quarter, when Yahoo makes the new campaign management application available to advertisers. The third phase to follow will incorporate a quality-based ranking model in the platform.
Among the features on the new platform are enhanced geographic targeting; ad testing; share of clicks forecasting, which will display the bid needed to achieve a targeted share of expected clicks; a faster ad activation process and a simplified interface, according to Yahoo.
The new platform is intended to allow advertisers to reach Yahoo’s audience through search and through advertising opportunities across all of Yahoo’s associated marketplaces, communications and social media, says Steve Mitgang, Yahoo’s senior vice president of advertising platforms and products. “The new technologies and features should encourage more participation in search advertising by making it easier for marketers to understand the performance of their campaigns and experiment more frequently with the medium,” he says.
Google and Yahoo have been battling it out for share in the paid search market. In addition, MSN launched a new demographics-data-driven search engine marketing service, AdCenter, early this year.
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