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Yahoo Partners with Google on Contextual Ads By Jennifer LeClaire February 7, 2013 10:28AM     "This suggests [Yahoo CEO] Marissa Mayer's new thinking about advertising at Yahoo," said analyst Greg Sterling. "Google and Yahoo tried to create a search ads partnership years ago, which the U.S. was going to block because of Google's market share as anti-competitive." Following that, Yahoo and Microsoft entered into a search deal.   Related Topics Yahoo Google AdSense AdMob Microsoft Marissa Meyer Monetization Contextual Advertising Latest News Reality TV's New Stars: Small Biz Soundbars Up the Ante on TV Sound Google Glass Raises Privacy Concerns Pentagon Gives iOS 6 Security OK Should Enterprises Skip Windows 8? When Yahoo drew its CEO from Google's high ranking executives, many expected sweeping changes. Perhaps fewer expected a partnership between Google and Yahoo. Yahoo on Wednesday announced plans to start using Google's AdSense and AdMob services. The goal is to drive up sales from content on its Web pages. Yahoo is officially the largest Web portal in the U.S. and has plenty to gain from better monetization of the content. "Every day, people turn to Yahoo for their daily habits -- like search, weather, news or more," the company said in a blog post. "At Yahoo, we're focused on doing everything we can to make the user experience inspiring and engaging. One way we do that is by providing relevant and well-targeted content -- whether that be editorial or advertising content." How this Affects Users Yahoo offered an example: shopping for boots. Yahoo reasonably figures if you see an ad for boots, that is instantly going to pique your attention more than an ad for a car battery. That's better for users, Yahoo said, and this is why contextual advertising is such a powerful tool. Against that backdrop, Yahoo announced it recently signed a global, non-exclusive agreement with Google to display ads on various Yahoo properties and certain co-branded sites using Google's AdSense for Content and Google's AdMob services. "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," Yahoo said. "For our users, there won't be a noticeable difference in how or where ads appear. More options simply mean greater flexibility. 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." How this Affects Yahoo Greg Sterling, principal analyst at Sterling Market Intelligence, told us the arrangement was provocative. "This suggests [Yahoo CEO] Marissa Mayer's new thinking about advertising at Yahoo," Sterling said. "Google and Yahoo tried to create a search ads partnership years ago, which the U.S. was going to block because of Google's market share as anti-competitive." Then, Sterling noted, Yahoo and Microsoft entered into their search deal. He assumes there's nothing in that contract that prevents this deal on the display side. And, he continued, Mayer's history at Google obviously has something to do with this new Google relationship, which she hinted at earlier. "On one level this could simply be a 'backfill' situation, in which Yahoo uses Google ads online and in mobile when it doesn't have its own ads," Sterling said. "But it also suggests a change in direction for Yahoo with respect to its Microsoft relationship as well."   Based on your interest in this article, here's something that may be of interest to you also: (Why?) This article relates to the following term(s) that also match our recommendation: Google. (Close) Recommended Reading: Search & Destroy: Why You Can't Trust Google Inc. Synopsis: This is the other side of the Google story. In Search & Destroy, Google expert Scott Cleland, shows that the world's most powerful company is not who it pretends to be. Google pretends to be a harmless lamb, but chose a full-size model of a Tyrannosaurus Rex as its mascot. Beware the T-Rex in sheep's clothing. Tell Us What You Think Comment: Name: Also Visit: iPad Info Center Billions of Bytes Mobile Device Now Apple Info Center TopTechWire.com Redefine the way you do business by analyzing market trends, increasing conversion, and creating customer loyalty through Microsoft Dynamics. Unlock your potential through real-time CRM solutions in sales, marketing, and customer service to help your business become more dynamic than ever before.  E-Commerce 1.   Google Accused of U.K. Tax Trickery 2.   Stand Turns iPad Into Cash Register 3.   Amazon Offers Coins for Kindle Apps 4.   Groupon Shares Up as Losses Narrow 5.   Report: Amazon Developing 3D Phone Groupon Shares Up as Losses Narrow While transforming daily deals model. Average Rating: Crowdsourcing: Facebook's Next Buy? Israeli press says Waze price up to $1B. Average Rating: Target Partnering with Facebook Tests Facebook-based deals system. Average Rating:

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Network Security Spotlight

Syrian Electronic Army Hacks Financial Times The Financial Times is the latest victim of the Syrian Electronic Army, a group that supports Syrian President Bashar al-Assad. The U.K.-based newspaper said a blog and its Twitter accounts were hacked.   Patch Tuesday Hyper Focuses on IE 8 Microsoft on Tuesday issued 10 security bulletins that fix 33 vulnerabilities. These updates include MS13-038, which will address the Internet Explorer 8 issue described in Security Advisory 2847140.   Surge of Venture Capital Buoys Tech Security Sector With companies and governments spending billions to repel cyberthreats, a surge of venture capital is pouring into companies developing cybersecurity technologies, the front line of the conflict.

Enterprise Hardware Spotlight

U.S. Defense Department Gives iOS 6 Security OK In a vote of confidence for Apple's iOS devices, the Defense Department has given the all-clear for employees to use iPads and iPhones for work. But only those running iOS 6, and only if issued by the government.   Cisco Surges After Profit Exceeds Analysts' Estimates Networking equipment giant Cisco's net income jumped 14 percent in the latest quarter as revenue at all four of its divisions rose for the first time in a year and a half, as tech spending increases.   HP and SAP Team To Advance HANA Database Technology The two tech leaders are working on a system that SAP says could fundamentally change the database market. HANA is SAP's technology that keeps data in-memory, for super fast processing.

Mobile Enterprise Spotlight

Google Glass Raises Congressional Privacy Concerns The buzz around Google Glass continues, but it's not all good. Some in Congress have questions. "We are curious whether this new technology could infringe on the privacy of average Americans," their letter to Google says.   Windows Phone Now No. 3 in Market, BlackBerry No. 4 Has Microsoft Phone moved into a coveted though distant third place for smartphone platforms behind Google's Android and Apple's iOS? A new report says yes, while BlackBerry has slipped to No. 4.   Intel Going Mobile with Its New CEO In his first speech as Intel's CEO, Brian Krzanich said he plans to focus on beefing up Intel's presence in mobility. The next step: a world tour showing mobile devices based on Intel chips, from PCs to phones and tablets.

Enterprise Technology Spotlight

HP and SAP Team To Advance HANA Database Technology The two tech leaders are working on a system that SAP says could fundamentally change the database market. HANA is SAP's technology that keeps data in-memory, for super fast processing.   Cloud Computing Gains Another Competitor with Google Amazon Web Services and Microsoft Azure now have a full-on rival in Google, with its I/O announcement that it is opening its hosted Compute Engine environment for virtual machines to all comers.   Hackers' New Tool of Choice: Smartphones Smartphones are increasingly popular not only with consumers, but with thieves who see the devices as another way to tap into bank accounts and other sensitive information, experts say.

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