<< by on March 31st, 2010
Word just came out this afternoon that Yahoo was closing down it’s Content Network, properly know as the Yahoo Publisher Network.
A Yahoo spokesperson gave Search Engine Land this statement confirming YPN’s closure:
Yahoo! continuously evaluates and prioritizes our
products and services, in alignment with business goals and our
continued commitment to deliver the best consumer and advertiser
experiences. After conducting an extensive review of the Yahoo!
Publisher Network beta program, it was determined that the resources
that would be required to advance the program to the level expected by
our publishers would be better utilized in other areas of Yahoo!’s
This is surprising, especially since my sources at Yahoo have told me that both the Yahoo Publisher Network and the Yahoo Search Partner Network are NOT part of the revenue sharing deal with Bing. That’s right, not a single cent earned from the Yahoo Content Network or from Yahoo’s Search Partners is going to Bing! Bing will be the platform in which advertisers manage their advertising on the Search Partner Network in the future, but the Content Network will be dead, if not passed onto Chitika by then.
I’ve barely played with the Yahoo Content Network, but when I have it has given me virtually nothing in return of conversion actions. It’s notorious as being a huge waste of money rife with click fraud. I’m actually a little embarrassed to even admit I played with it for a while. It’s just not very pretty traffic…
So I’m not going to miss it, and my guess was Bing wasn’t interested in it for the same reasons. The trend for Yahoo seems to be make more by doing less and putting the ax to this revenue channel seems a curious choice. The reality is that most search engine marketing managers worth their salt would tell you immediately that you shouldn’t even waste your budget on this advertising channel, and its likely that its usage was declining year over year – as most of Yahoo’s traffic seems to be.
The next question is what happens to the Search Partner Network? It has some traffic with some value. But it also has an ugly side packed with questionable parked domains. Yahoo will not be sharing any revenues on the Search Partner Network with Bing at all, but is it producing enough revenue withe the Search Partner Network to survive?