Feeds

Yahoo! Does! Adsense! In! Reverse!

Pleases Wall Street for a day

High performance access to file storage

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. ®

High performance access to file storage

More from The Register

next story
Audio fans, prepare yourself for the Second Coming ... of Blu-ray
High Fidelity Pure Audio – is this what your ears have been waiting for?
Dropbox defends fantastically badly timed Condoleezza Rice appointment
'Nothing is going to change with Dr. Rice's appointment,' file sharer promises
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
Nokia offers 'voluntary retirement' to 6,000+ Indian employees
India's 'predictability and stability' cited as mobe-maker's tax payment deadline nears
Apple DOMINATES the Valley, rakes in more profit than Google, HP, Intel, Cisco COMBINED
Cook & Co. also pay more taxes than those four worthies PLUS eBay and Oracle
It may be ILLEGAL to run Heartbleed health checks – IT lawyer
Do the right thing, earn up to 10 years in clink
France bans managers from contacting workers outside business hours
«Email? Mais non ... il est plus tard que six heures du soir!»
Adrian Mole author Sue Townsend dies at 68
RIP Blighty's best-selling author of the 1980s
Analysts: Bright future for smartphones, tablets, wearables
There's plenty of good money to be made if you stay out of the PC market
prev story

Whitepapers

Mainstay ROI - Does application security pay?
In this whitepaper learn how you and your enterprise might benefit from better software security.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.