Publishers
Q: What does Yahoo!’s search alliance with Microsoft cover?
Q: What does Microsoft provide Yahoo! with this search alliance?
Q: What does Yahoo! provide with this search alliance?
Q: Why did Yahoo! and Microsoft enter into this search alliance?
Q: How will partners benefit from the deal?
Q: How will this affect partners’ current contracts or future renewals?
Q: How may this deal affect the Yahoo! Newspaper Consortium?
Q: What is a federation layer?
Q: What is UTC?
Q: What is a distribution channel?
Q: When will I see distribution channels on my reports?
Q: With the changes to reports, does this mean that the paid search transition is happening?
Q: What does Yahoo!’s search alliance with Microsoft cover?
A: The search alliance covers algorithmic search (web, image and video), search advertising and contextual advertising. It does not include any aspects of display advertising, vertical searches or site searches, such as queries on Flickr or Yahoo! News.
Q: What does Microsoft provide Yahoo! with this search alliance?
A: Microsoft will be responsible for the algorithmic search serving platform used by both companies, including web, image and video results. Microsoft will also be responsible for the search advertising platform that will be used by both companies (adCenter), and will manage the search advertising marketplace, including the API platform for tool providers and SEMs. Microsoft will be responsible for marketing to and support of self-serve search advertisers who are not managed by an account team.
Q: What does Yahoo! provide with this search alliance?
A: Yahoo! will have responsibility for sales to and account management of premium accounts (advertisers who are currently assigned a dedicated account team) across the unified search marketplace. Managed accounts are typically comprised of brand advertisers, agencies (and their advertisers), resellers (and their advertisers) and other high-volume accounts.
Q: Why did Yahoo! and Microsoft enter into this search alliance?
A: Yahoo! and Microsoft have formed a search alliance to combine their complementary strengths, which will create a competitive choice in search with the scale to fuel sustained development. Both companies aim to ultimately enable searchers to find relevant results faster, and to provide more value for advertisers and better results for web publishers.
Q: How will partners benefit from the deal?
A: After the search marketplaces are combined, partners may see improved monetization. A unified search marketplace should increase the volume of high-quality traffic and should provide better value for advertisers. Better value for advertisers will likely drive increased participation through increased budgets, more competitive bids, and new keywords added to campaigns. This, in turn, should create more advertiser competition for placement and broader keyword coverage, resulting in potentially better monetization for publishers.
Q: How will this affect partners’ current contracts or future renewals?
A: It will not affect partners’ current contracts, aside from minor amendments to cover the serving of ads from the combined marketplace after the transitions are completed. We have every intention of keeping our partners’ business and renewing their contracts, assuming it is economically in both of our interests.
Q: How may this deal affect the Yahoo! Newspaper Consortium?
A: The partnership we have with the newspapers is broad, and includes everything from content distribution, advertising cross sales and technology platform development, to the serving of Yahoo! Sponsored Search and Content Match ads on the newspapers’ own Web sites. We do not anticipate that the Microsoft deal will have an immediate impact on our newspaper consortium dealings. However, by combining our search marketplaces, Yahoo! and Microsoft will be in a position to offer the Newspaper Consortium and other web publishers more competitive bids for search syndication deals than either company can offer separately.
Q: What is a federation layer?
A: We have created a federation layer that is designed to mediate the ad call between your site and Microsoft Advertising adCenter during and after the transition. If you comply with our current implementation guidelines, we do not anticipate that you will need to make changes to your current search API implementation as a result.
Q: What is UTC?
A: Coordinated Universal Time (UTC) is a time standard based on International Atomic Time; Greenwich Mean Time (GMT) can be considered equivalent to UTC.
Q: What is a distribution channel?
A: Currently, performance data is reported by “markets”. Microsoft does not have the equivalent. Instead, they use distribution channel, which is defined by language and country (for example, English U.S. or French Canada).
Q: When will I see distribution channels on my reports?
A: Distribution channels will be reflected in your reports during paid search transition which is currently scheduled for a later date. The specific timing of this change will be notified in advance via email.
Q: With the changes to reports, does this mean that the paid search transition is happening?
A: On August 31, 2010, both advertisers and partners were notified that advertisers could log in to their Yahoo! Search Marketing account and initiate their transition to Microsoft Advertising adCenter. This is in preparation for the Yahoo! Search ad serving transition, which we expect to start in mid-October, and be completed by the end of October.
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