Yahoo closes European Content Network

Thu 15 January 2009 17:19, Editors

Yahoo keeps dominating the news these days. Earlier this week they had a dispute with the Premier League, yesterday Yahoo announced their new CEO, but at the same time Yahoo UK announced it will be discontinuing their Content Match product in Europe.

Content Match lets Yahoo Publisher Network publishers display ads on their websites. Yahoo places relevant ads alongside articles. According to PPC Hero Yahoo will stop this service in the UK March 31st. Apparently not only the UK will be taken out, the services will also stop in Germany, but there is no confirmation for that so far.

In an e-mail Yahoo stated:

“As a valued client we are writing to give you advance notice of the closure of our Content Match product in Europe.
The decision to close Content Match underlines our commitment to focus on our Sponsored Search and Display business and to simplify our solutions to deliver a high ROI for our advertisers.
Content Match will close on 31 March 2009, after which the product will no longer be supported.
All Advertisers should therefore opt out of the Content Match marketplace by this date.”

The Content Network never really was a big success in Europe because of the big competition it has from Google Adsense. Revenues in this area are low, even for Google. Therefore Yahoo believes it is not profitable to keep the service running.

The way Yahoo announces the discontinuing their Content Match product seems strange. Some clients received an e-mail like PPC Hero did in which opt-out instructions were handed. If you go to the Content Network website however there is no notice. It seems though that once you log in there is one. Therefore it looks like Yahoo is only informing its own clients. Our sources within Yahoo confirm the closure of the English content network. They told us they are informing clients personally.

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