An AdSense Threat from Bing-Yahoo

Peter Devereaux
by Peter Devereaux 09 Oct, 2012
An AdSense Threat from Bing-Yahoo

Several years after nixing its fledgling text-based (contextual) ad product, Yahoo's Publisher Network (YPN) - a competitor to Google's AdSense - is on its way back. With recent reports that Adsense publishers are earning less these days, the timely release could be quite fortuitous for both advertisers and publishers.

With the launch of Yahoo Bing Network Contextual Ads, through a partnership with Media.net, the company will place contextually-relevant text ads on websites - just like Adsense. The combined companies have a sizable group of advertisers who currently buy millions of search ad impressions daily through the Yahoo Bing Network (YBN) on both Yahoo and Bing.

Media.net will manage the publishers (affiliates) interested in serving ads from the YBN, and YBN will manage the technology, operations and advertiser relationships. Publishers, who need to request an invite and be approved for participation, will use the self-serve platform to create and customize ad units as well as for access to the real-time reporting. Publishers will also have a fair amount of control thanks to Media.net's prowess in page-level ad targeting and dynamic optimization.

I've been very critical of Yahoo in the past (most of it was warranted), most forcefully about it shuttering YPN. The Web ecosystem demanded a product of this type nearly six or seven years ago when the program launched and it was a harbinger of bad tidings when the program officially closed - which never should have happened. In fact, I believe it to be one of the primary reasons that Google pulled so far ahead at the time in terms of advertising revenue. Whether or not the YBN/Media.net program succeeds is anyone's guess, count on interest from digital workers and some excitement about the possibilities.

 

Sample Ads from the Yahoo Bing Network:

 

 
Peter Devereaux
Peter Devereaux
As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field.