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Monday, March 10, 2008

Yahoo Knows More Than You Think

Yahoo collects more data about visitors to its network of sites and those sites that run its ads than any other web company, according to The New York Times Digital Bits.

That Yahoo is so far ahead of anyone else in tracking users explains why Microsoft is pushing so hard for the company, and it also reveals that Yahoo is underachieving in monetizing its networks.

Yahoo needs to step up and effectively target its audience to please shareholders by generating more revenue. Crunching the numbers to determine those who will be more receptive to investment ads versus health drinks will increase the click-throughs in a world that is moving towards performance based advertising.

Now that the economy is tanking advertisers will expect better results for their money, and all of the networks had better be prepared to respond.

By John Gartner at 07:59 AM | Comments (0)

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