- AOL
- Ad networks
- Advertising
- Affiliate Marketing
- Best Practices
- Blogs
- Branding
- CGM
- Careers
- Classifieds
- Content
- Creative
- Design
- Duly Noted
- Games
- IAC/InterActiveCorp
- IM
- Legal & Policy
- Local
- Marketing
- Measurement
- Media
- Microsoft
- Mobile
- MySpace
- New/Cool
- Noteworthy
- Off-Site
- People
- Privacy
- Rich/Streaming/Video
- Search
- Social Networks
- Syndication/RSS
- Viral/Buzz
- Virtual Worlds
- Web Analytics
- Worst Practices
- Yahoo
- YouTube
- agencies
- cannes
- cross-media
- publicis
| S | M | T | W | T | F | S |
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | |
| 7 | 8 | 9 | 10 | 11 | 12 | 13 |
| 14 | 15 | 16 | 17 | 18 | 19 | 20 |
| 21 | 22 | 23 | 24 | 25 | 26 | 27 |
| 28 |
« AOL Won't Kill the Running Man | Main | Univision Launches Branded Network »
November 24, 2009
Yahoo Will Continue Teracent Relationship
When reporting Google's acquisition of dynamic ad firm Teracent yesterday, one of my primary questions was, will Yahoo continue to work with Teracent? In May, Yahoo announced partnerships with Teracent and another dynamic ad firm -- Tumri -- to expand the capabilities of the Yahoo Smart Ads dynamic ad platform. Yahoo later extended its deal with Teracent to the mobile platform, giving advertisers similar dynamic ad capabilities on wireless devices.
According to a Yahoo spokesperson who got back to me today, "We anticipate continuing to work with Teracent."
Posted by Kate Kaye at November 24, 2009 4:53 PM
Digg this!
Add to del.icio.us 
Stumble It!
Comments
Post a comment
- Send us feedback |
- FAQ |
- Technical questions or bug reports? |
- Newsletter problems? |
- Site Map |
- ClickZ RSS feeds
- Incisive Interactive Marketing LLC. 2010 All rights reserved. |
- Legal Notices, Licensing, Reprints & Permissions |
- Privacy Policy
Yahoo! just cannot understand what they are and how Google is going to eat their lunch every day from Sunday, with superior execution on all fronts.
This is again another of those stupid moves to continue to work with the snake that bit their hand off, and is continuing to blatantly flaunt it and now openly kicking sand in their faces. How many things did they get ripped off on? Search, Paid Search Business Model and now Smart Ads to start! This is an idiotic move.
Besides Mail, Messenger and probably some of the niche properties, there is nothing that compelling about Yahoo and their content aggregation portal anymore.
Search was their baby - Google owns it!
Smart Ads was their brain child - now Google gets into it and plays hard ball with this new, small acquisition. Not clear whether Teracnet actually has anything significant.
Display Advertising - Yahoo! is in fact a big media owner and purveyor, but how long before the DCLK Ad Exchange and You Tube and others along with significant inroads by Google into local, news, personalized portal etc. makes this an also ran?
Ad Exchanges - Yahoo! paid a lot of money for RightMedia, and cannot figure out what it is, how to police it or how to make it not kill premium pricing on their actual properties. Meanwhile, with a huge market share of publisher side ad servers (DFP) and a huge market share on adveritser side platform (DFA), Google AdX 2.0 and the Google Content Network is going to be a far more powerful and transparent exchange than RightMedia could ever be. RightMedia is a hack anyway. So much for technical due diligence by Yahoo!
Oh well....
Discerning Observer November 25, 2009 3:44 AM
All food for thought.
Even though Google is clearly competing with Yahoo by acquiring Teracent, Yahoo has partnered with lots of firms to enhance its Smart Ads dynamic ad capabilities. It seems aligned with Yahoo's gradual shift toward a more open source style approach to its business.
Another example: When Yahoo launched its big consumer ad campaign in September (http://www.clickz.com/3635053), I asked EVP U.S. Hilary Schneider to elaborate on her comment that Right Media might someday connect with Google.
"We welcome the idea of interconnecting exchanges," she said. "The best for everybody associated with the ecosystem, for advertisers, for publishers, for ad networks, is really that open ability to connect, to be able to aggregate at scale the users that are most relevant to the marketer."
Will working with Teracent and possibly DoubleClick prove to be a smart strategy? We don't know. But you know what they say about keeping your friends close and your enemies closer....
Kate Kaye November 25, 2009 11:32 AM
Yahoo! just cannot understand what they are and how Google is going to eat their lunch every day from Sunday, with superior execution on all fronts
instant sales November 27, 2009 9:30 PM