The “new tools” described in this article are not new. www.NYCdentist.com has been offering ads targeted to users during a certain time of day for about five years – before Google. It has been functional across our 500 worldwide websites with less than one hour of labor.
Winning back advertiser business will require Goodwill. This author believes Yahoo lost it to Google early in the search war with an 800 pound gorilla mentality. Google was sympathetic to new advertisers; Yahoo rewrote the rules as it saw fit. This was similar to the problem faced by print Yellow Page directories in an earlier decade as new competitors emerged and the old guard foolishly ignored circulation drops while increasing pricing.
Yahoo needs an Advisory Board of Category Leading Advertisers. This author likes Google and wants to like Yahoo. Competition is in everyone’s best interest. Yahoo should keep search.
Categorised in: Dr. Dorfman on WSJ.com
This post was written by Dr. Jeffrey Dorfman