Viacom And Yahoo Strike Web Advertising Deal - InformationWeek
IoT
IoT
News
News
4/10/2007
03:28 PM
Connect Directly
LinkedIn
Twitter
Google+
RSS
E-Mail
50%
50%

Viacom And Yahoo Strike Web Advertising Deal

Yahoo will serve sponsored search and contextual ads across Viacom's 33 broadband Web sites, and the deal may later be expanded to cover some 140 Viacom sites worldwide.

Viacom and Yahoo on Tuesday announced a multiyear partnership in which Yahoo will serve sponsored search and contextual ads across Viacom's 33 broadband Web sites. The deal may later be expanded to cover some 140 Viacom Web sites worldwide.

Terms weren't disclosed. In February, Viacom sites worldwide saw some 76.6 million unique visitors, age 15 or older, according to Internet metrics company comScore.

Viacom president and CEO Phillipe Dauman praised the "impressive strides" Yahoo has made with its new Panama search marketing platform.

It's not as if Viacom had much of a choice. Having recently sued Google for massive copyright infringement on YouTube, Viacom couldn't very well shake the hand it's biting. That left Microsoft and Yahoo as the most credible search ad partners. Between those two, Yahoo is far better established in search marketing.

Prior to Panama, search advertisers that offered the most money for keywords received the highest placement on Yahoo search results pages. But Google proved that giving some preference to better performing ads resulted in better revenue. So Yahoo built this capability -- ad quality measurement -- into Panama as part of its effort to make more money from its ads.

Yahoo's investment in better ad technology appears to be paying off. Shortly after Panama launched in February, comScore reported an improved click-through rate for Yahoo ads, validating Yahoo's effort. And now with Viacom coming onboard, Yahoo's prospects look even better.

Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of the Cloud Report
As the use of public cloud becomes a given, IT leaders must navigate the transition and advocate for management tools or architectures that allow them to realize the benefits they seek. Download this report to explore the issues and how to best leverage the cloud moving forward.
Video
Slideshows
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Join us for a roundup of the top stories on InformationWeek.com for the week of November 6, 2016. We'll be talking with the InformationWeek.com editors and correspondents who brought you the top stories of the week to get the "story behind the story."
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll