Yahoo Closes the Google Gap?

According to a CNNMoney report, Yahoo’s advertising clickthrough rate jumped 5% in week 1 and 9% in week 2, presumably due to its new advertising platform Panama.

Also, clicks on sponsored links as a proportion of total clicks rose to 11.1 percent two weeks after launch, compared with 10.1 percent the week before launch, comScore said.

Many claimed the launch of Panama was vital to Yahoo’s long term search strategy and the company’s competitiveness with Google in an increasingly valuable space. Google already maintains a huge lead in search and search related advertising.

So What? Certainly, this bodes well for Panama and Yahoo as a whole, to say nothing of the lift it gives the company’s CEO, Terry Semel. Whether or not this early success is sustainable is the question that must be answered before anyone deems this a true success.

Tags: yahoo, google, panama, search, advertising

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