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Yahoo! Publisher Network

Straight From the SourceOctober 3

New site gives you information on the Yahoo!-Google deal

It’s a pretty good guess you’ve heard opinions on the Yahoo!-Google marketing agreement from just about everybody: your coworkers, your competitors, your daily blog, and — who knows? — maybe even your taxi driver. Which is why we thought we could help you sift through the clutter to the facts.

This week we launched the Yahoo! Search Agreement site, which will help you find out what you need to know about the commercial arrangement announced by Yahoo! and Google in June. We hope the information archived on this site will help visitors understand why the agreement with Google will make Yahoo! a stronger competitor in online advertising and will benefit advertisers, publishers and end users.

Among the items you’ll find there is a blog post from our President, Sue Decker, that busts some myths about the agreement. For example, Sue writes,

[The agreement is] simply a contract that gives Yahoo! the right, but no obligation, to show Google AdSense ads on Yahoo!’s own network. It’s important to note that the agreement is non-exclusive and gives us the option to “backfill” with Google ads if and when we see fit.

You can also view more details of the deal on the site, as well as frequently asked questions and p

It’s APT to changeSeptember 24

Calling all publishers! Today we’re excited to announce the launch of APT from Yahoo!, our new advertising platform. What’s in it for you?  APT from Yahoo! is designed to help publishers access more demand and improve yield from their inventory, while simplifying ad management. We’ll keep you posted on the opportunities for Yahoo! Publisher Network publishers to participate in the platform.

In the meantime, our CEO Jerry Yang explains more about the vision of this new product in the following excerpt from a Yodel Ancedotal post.

I started dreaming about this day 18 months ago, when I laid out my vision for our board of directors on how Yahoo! could play a unique role in changing the face of online advertising. In fact, Sue and I called it Nirvana at the time – a platform that would be to 2009 what radio was to 1924, TV to 1947, color TV to 1965, and the Internet to 1993.

Sounds like hype, right? We don’t think so. As Sue posted in April, we listened to all of the pain points that our partners shared about the process of buying and selling ads. Would you believe it takes more than 30 manual operational steps to move from ad strategy concept to launching that ad? It involves faxes (!!) and sometimes weeks in proposal processing. Audiences are now distributed across a sea of web sites and are harder to find, understand, and put a value on. Madison Avenue might think

Who’s the Boss, Mobile Impressions and MoreSeptember 8

An end of the summer roundup

Ah, the end of the summer… though it’s 90 degrees in Los Angeles and 80 degrees in New York today. But soon the kids will be back to school, the leaves will change colour and folks will break out these strange garments called … sweaters. So, as summer dies down, we thought we’d share this roundup of what’s still hot in the publisher world.

Who’s the boss? You are.
It’s been two months since Yahoo! Launched Yahoo! Search BOSS and so far we’ve seen some great products created with it. Our colleagues at the Yahoo! Search Blog are spotlighting a few folks who have developed on the new product. Be sure to check out some of the interesting products — maybe you’ll be inspired to a product of your own.

Making mobile waves
Mediaweek recently announced that mobile Internet usage is exhibiting healthy growth in 2008. According to a new report issued by mobile technology vendor Crisp Wireless, the total number of mobile web impressions generated by users surged by 29.4 percent in the second quarter of this year versus the previous quarter.

The mobile publishing and marketing industry is still taking its first steps but it’s worthwhile to check out some of the companies. You might want to check out some of the

Search Engines Are Like Your College ProfessorAugust 26

How treating a web page like a research paper can help you in search listings

You should always keep your audience in mind when you’re writing landing page text. But what do you when you’re optimizing pages for search engines and your audience isn’t even human?

According to search engine optimization expert Jessica Bowman of SEM Inhouse, it may help to think of search engines as your college professor. Jessica recently gave a workshop at Yahoo! on search engine optimization, and she pointed out that search engines read your web pages an awful lot like professors read a college research paper.

They’re alike? Really?
Before the comparison brings sweaty visions of the worst part of college to your head, it doesn’t mean your web copy should be 20 pages long. In fact, it shouldn’t be anywhere near that. But, Jessica says, professors are like search engines in that they have to read a lot of papers, which means they have to make some of their judgment calls by scanning. These are some of the elements that both look for:

• Title: Both of them need to know at a glance what the doc

Understanding the Ups and DownsAugust 11

Five reasons your revenue could be fluctuating

The famous Roman philosopher Seneca once said, “It is a rough road that leads to the heights of greatness.”

While he couldn’t fathom the realities of today’s Internet society, he still had the right idea — “hard work will pay off” — and with Yahoo! Publisher Network, the same holds true.

Our publishers often ask why their revenue is fluctuating. Many times, upon investigating, we find that the publishers themselves have made a slight change to their websites, or they’ve modified their marketing techniques. Either of these can cause revenue amounts to change.

To help you have success with your Yahoo! Publisher Network account, we put together five of the most common factors that may impact your revenue.

Pricing discounts for traffic quality 
Publishers should strive to host content that is unique and updated frequently. Good content will help drive repeat users back to your site, and with pricing discounts in place for our Sponsored Search advertisers, publishers could potentially see differences in their revenue when their quality varies. Clicks from low-quality traffic sources may be discounted to ensure that advertisers are paying an appropriate amount based on the value of the click.

The categories you target 
While we advise publishers to target specific ad ca