First Look: Yahoo Advertising and Yahoo Ad Manager
Ddespite some thoughts that Yahoo’s new CEO Marissa Mayer might not be very interested in the ad business, her background at Google made it pretty apparent that it would only be a matter of time before Yahoo launched a new solution.
Yahoo Advertising is a more unified solution than what tyne company had been able to offer up to this time. The solution brings to Tumblr sponsored posts; a display solution called Yahoo Audience Ads; Yahoo Ad Manager and Ad Manager Plus, a simple solution for in-line advertising; and Yahoo Ad Exchange.
Yahoo Ad Manager is a very simply approach to online advertising that allows potential advertisers to set up a campaign in a matter of a couple of minutes. The user either creates a new account or signs into the existing Yahoo account. Then, the advertisers beings to fill out a short list of forms that quickly creates a text ad with graphic (if desired). Like other such solutions, the key is pricing a maximum bid per click.
But most publishers will not see Yahoo Ad Manager as much more than another way for national brands to advertise. Audience control is limited to geography, and very little targeting is available. For that one would need to use either the company’s display solutions, or else search ads through the Yahoo/Bing Network.
Nonetheless, Yahoo is clearly wanting to move more aggressively, and systematically in the ad space. The question is whether this will further fragment the ad market, drawing money from all sources including print and digital publishing products, or whether this is will lead to an erosion of Google’s ad power.