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.
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.
How Enterprises Are Attacking the IT Security EnterpriseTo 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.
Infographic: The State of DevOps in 2017Is DevOps helping organizations reduce costs and time-to-market for software releases? What's getting in the way of DevOps adoption? Find out in this InformationWeek and Interop ITX infographic on the state of DevOps in 2017.
2017 State of IT ReportIn today's technology-driven world, "innovation" has become a basic expectation. IT leaders are tasked with making technical magic, improving customer experience, and boosting the bottom line -- yet often without any increase to the IT budget. How are organizations striking the balance between new initiatives and cost control? Download our report to learn about the biggest challenges and how savvy IT executives are overcoming them.