Feeds

Yahoo! Does! Adsense! In! Reverse!

Pleases Wall Street for a day

Build a business case: developing custom apps

Yahoo! today ushered in advertising network deals with three major publishers - Forbes.com, Cars.com and Ziff Davis Media, to add a little sparkle to its Q3 earnings.

The deals represent an unusual twist on the way most advertising networks work e.g. Google or Google - which place bottom feeder ads to soak up the excess inventory of third party publishers. Yahoo! by contrast is offering its own inventory to give page-impression constrained publishers a way of fulfilling bigger campaigns than they could on their own site.

Yahoo! doesn't say how the gig will work out in practice, beyond the fact that affiliates can plunder the entire Yahoo! website to reach their audience targets. The exciting and dangerous way would be to track readers as they move from the publisher websites onto Yahoo! and serve them behaviourally targeted ads commanding premium prices. Exciting? That's the way to make the most money. Dangerous? The cookies would surely crumble into a data protection minefield.

You want Yahoo!'s results? Here's the company statement (PDF).

Now for the one minute version: sales were up 12 per cent to $1.768bn (Q3 06: $1.58bn), operating income fell 26 per cent to $150m (Q3 06: $202m), net income eased a little to $151m ($159m). In the analyst conference call, the company noted an uptick in display advertising and announced the nearly finished rollout of Panama, the new advertising system that is supposed to make Yahoo! compete better with Google. Something is working: the company today revealed it has replaced Google to sell ads on the WebMD health site.

Wall Street was pleased with today's performance, which edged analyst forecasts, marking the stock up 11 per cent on the day. ®

Build a business case: developing custom apps

More from The Register

next story
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Amazon says Hachette should lower ebook prices, pay authors more
Oh yeah ... and a 30% cut for Amazon to seal the deal
Philip K Dick 'Nazi alternate reality' story to be made into TV series
Amazon Studios, Ridley Scott firm to produce The Man in the High Castle
Nintend-OH NO! Sorry, Mario – your profits are in another castle
Red-hatted mascot, red-colored logo, red-stained finance books
Sonos AXES support for Apple's iOS4 and 5
Want to use your iThing? You can't - it's too old
Joe Average isn't worth $10 a year to Mark Zuckerberg
The Social Network deflates the PC resurgence with mobile-only usage prediction
Chips are down at Broadcom: Thousands of workers laid off
Cellphone baseband device biz shuttered
Feel free to BONK on the TUBE, says Transport for London
Plus: Almost NOBODY uses pay-by-bonk on buses - Visa
Twitch rich as Google flicks $1bn hitch switch, claims snitch
Gameplay streaming biz and search king refuse to deny fresh gobble rumors
Stick a 4K in them: Super high-res TVs are DONE
4,000 pixels is niche now... Don't say we didn't warn you
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Maximize storage efficiency across the enterprise
The HP StoreOnce backup solution offers highly flexible, centrally managed, and highly efficient data protection for any enterprise.