comScore: Yahoo’s New Ranking Model


Dave’s Comments (Digital Marketing Tutorial Blog): Looks like Yahoo! got it right this time! Their new paid search ad serving platform, code named Panama, is supposed to improve the click-thru rates of paid ads running on it’s search service, and preliminary comScore results show that it has! Panama is designed to serve the most relevant paid ads for a given search term at the top of the first search results page, no matter what the actual amount of money (the ad’s “bid price”) is being paid to Yahoo to serve those ads. If these results hold, Google (whose paid search ad serving system has worked like this for years) may be in for some real competition.

“comScore Networks, a leader in measuring the digital age, today released the results of a study analyzing the changes in Yahoo!’s click-through rates for sponsored search ads since the official U.S. launch of its new ranking model on February 5, 2007. The introduction of the ranking model is the second phase in the rollout of Yahoo!’s new search advertising system, known as Project Panama. The study is based on the online behavior of comScore’s U.S. sample of 1 million Internet users.”

(Note: No Longer on comScore Web Site)>