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A Closer LOOK At That Yahoo/Google Contextual Ad Deal

It's the Yahoo/Google Contextual Ad Deal that has me thinking that there's more to this, than as reported- in saying Google are to display ads on various Yahoo! properties and certain co-branded sites using Google's AdSense for Content and Google's AdMob services.

Following a User's Intent?

These ads (I feel) could be much more than your average 'run of the mill' type and may well be an 'early days' version for the introduction of PLAs, with Google's targeting of users (on various Yahoo properties), after a user's search intent has been shown.

Yahoo's blog account (of this 'deal'), explains it all, as follows:

"Say you've been shopping for boots. [then] If you see an ad for boots, that's instantly going to pique your attention more than an ad for, say, a car battery."

"By adding Google to our list of world-class contextual ads partners, we'll be able to expand our network, which means we can serve users with ads that are even more meaningful."

"We look forward to working with all of our contextual ads partners to ensure we're delivering the right ad to the right user at the right time."

That a user has been "Shopping for boots" and can then be shown an ad for boots is surely more about 'intent' than Contextual Advertising?

[Of interest is to note that Google has started testing blended PLA's in the UK -- plus, an adCenter Version of Product Listing Ads Spotted on Bing]

Yahoo have settled in to becoming more a SSP for mine.-- And as the AdExchanger story suggests: [Top link]

'The Yahoo thinking may be that given a world where demand-side platform technology can bid across inventory sources, why not make Yahoo inventory biddable through Google [and, eventually Bing?], where the tech may be stronger let alone the aggregated demand?'

Who serves these Google Ads?

AdExchanger's article points out that (and, for any PLA involvement or, targeting users on Yahoo)... "There is no audience buying capability or, monetization through the DoubleClick Ad Exchange, since Yahoo doesn't have AdEx enabled on its side."

With the revelation (by Facebook) that it Hosts and Serves targeted ads as presented (with a 'try before you buy', no doubt), just who is hosting or, serving these (and others, in time) "contextuals", to Yahoo?

In my previous instapost here I'd suggested that its time that we should be thinking of inventory sources (like Yahoo - for 'user intent'), and of a ONE independent Global OPEN Marketplace - one that already has a required Publisher Solutions parceled-in, within it's offerings.

Is all, only an opinion.

LOOK: $0.9012 0.00 (0.00%) Feb 7 (ZERO shares traded, today.)


ps; Google To Power Ads On Yahoo's Content Properties

A brief comment to the above (and link to my own thoughts here), was quickly CENSORED. (Deleted). How sad.

Wrong! Wrong! Wrong! (I feel.) Discussion at WebmasterWorld.

Disclosure: Long LOOK