Yahoo! will be offering discounts
to its Gambling and Finance advertisers, in order to improve "partner
quality" and increase advertising revenue and investment in the company.
advertiser from the Gambling and Finance sector wanting to advertise on
Yahoo! and other members of its vast network such as Cheapflights will
be receiving a discount based on how they are ranked by Yahoo! the
If you have a website, you will most probably be familiar with the word
page rank, these are scores that search engines attribute to websites,
based on the traffic they receive and generate, as well as quality.
These scores go from 1 to 10, and each search engine attributes its own
score to sites registered with them.
What Yahoo! will be doing, is charging advertisers based on the score
of the site they want to advertise in. For instance if you are looking
to advertise on a website with a Yahoo! score of 6, each click that you
would receive through that website will be costing you 6p, originally
it would have been 10p!
"This is about rewarding the high-quality partner sites and penalising the poor quality ones
(...) It provides a universal tool and pricing programme that really
focuses all of our partners on delivering the highest, most valid and
most interested leads to an advertiser." Richard Firminger, Yahoo!'s regional sales director for Northern Europe.
This new measure will
definitely motivate lower ranked websites to improve their quality and
traffic, on the other hand, it would also give advertisers the option
to use websites that have the same score as their clients, and still
save a few pennies! In other words, if wanting to advertise a site with
a score of 5 then it would be viable to use a site with the same score
and pay accordingly.
As mentioned above, these new
discounts will only apply for the Gambling and Finance sectors, but
should soon stretch out to other sectors. Altogether, the advertising
industry will be the big winner in this situation, advertising and its
revenue is running the online world and it is predicted to continue
Anja Glauch is the co-founder and managing director of Tetridia Ltd. She began her career in Information Technology more than 11 years ago. She is leading the companies Online Marketing, Search Engine Marketing and Search Engine Optimisation activities.