CheezeDMG Blog

Yahoo has announced that it will stop running content matching targeting in the UK by 31st March 2009. The announcement won’t make much difference to UK campaigns as the content match has been relatively unsuccessful in comparison to other Yahoo targeting and in comparison with Google’s content match.

Tim Cook, Group Account Director for Cheeze London comments,

The Content match product has never become what Yahoo wanted it to become and generates little revenue for them. It has always been on the cards that they would stop doing content match as it makes Yahoo little profit, and offers advertisers very low traffic levels. ….. With Yahoo struggling as a company, they are clearly prioritising their areas of focus and how they can make the most revenue from their search offering.

Advertisers looking to continue with content lead search campaigns would be wise to harness the continuing success of Google AdSense/Ad Taregting.