Yahoo Lowers Payments To Publishers

Yahoo recently notified Yahoo Publisher partners (third party sites that display Yahoo cost per click ads) that they should expect to see new “pricing adjustments” which will be based on the quality of traffic coming from their sites.

TechCrunch reports that Yahoo (and its competitors) regularly make adjustments to CPC payments doled out to publishers based on the perceived “quality of traffic.” Supposedly these payments are credited to advertisers, but there is really no way to know. And the changes Yahoo has implemented appear to make more dramatic adjustments to outbound payments.

However, an even deeper problem, according to many publishers is the “black box” way of doing business that Yahoo (and other online ad networks) adhere to. It is an unfortunate situation which makes it difficult, if not impossible, for publishers to improve the type of traffic sent to the networks and to adjust content and products in order to help advertisers.

• Yahoo Launches Self-Serve Ads (bizzia.com)
• Display Ads Boost Search Site Visits and Click-Throughs (marketingvox.com)
• Online Advertising Performance And ROI: The Changing Value Of Online Ad Impressions (masternewmedia.org)