Feeds

Yahoo! Does! Adsense! In! Reverse!

Pleases Wall Street for a day

Top 5 reasons to deploy VMware with Tegile

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. ®

Beginner's guide to SSL certificates

More from The Register

next story
Phones 4u slips into administration after EE cuts ties with Brit mobe retailer
More than 5,500 jobs could be axed if rescue mission fails
Driving with an Apple Watch could land you with a £100 FINE
Bad news for tech-addicted fanbois behind the wheel
Phones 4u website DIES as wounded mobe retailer struggles to stay above water
Founder blames 'ruthless network partners' for implosion
Radio hams can encrypt, in emergencies, says Ofcom
Consultation promises new spectrum and hints at relaxed licence conditions
Special pleading against mass surveillance won't help anyone
Protecting journalists alone won't protect their sources
Big Content Australia just blew a big hole in its credibility
AHEDA's research on average content prices did not expose methodology, so appears less than rigourous
Vodafone to buy 140 Phones 4u stores from stricken retailer
887 jobs 'preserved' in the process, says administrator PwC
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.