Content Match in the UK shutdown by Yahoo

by Peter Young on January 14, 2009 · 0 comments

According to a post on the ‘PPC Hero blog‘ it appears that Yahoo are planning to shut down their Content Match network ads in the UK. The Content Match network efffectively was a contextual ad network which displayed Yahoo’s ads based on the contextual relevancy of the page content to the keywords  the relevant advertisers purchased.

Despite gaining some limited traction in the US, Content Match never really caught fire here in the UK – or anywhere else to be completely honest – however the decision by Yahoo (should the rumour be true) is all the more suprising given the level of revenue generated by Google’s Adsense/Content Network. That however could come down to the quality of many of the publishers (and from my previous experience down to Yahoos ability to police it).

In the email sent to PPC Hero, Content Match is pencilled in to close on the 31st March. Currently however, the YSM UK makes no mention of it on the Content Match product description page, however PPC Hero are quite widely respected in the industry.

The correspondance reads as follows:

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. Your account manager will be happy to assist you.

Opt-out instructions: 1. Login to your account. 2. Click on the ‘Administration’ tab. 3. Click on the ‘Edit’ button next to ‘Tactic Settings’ 4. Set ‘Content Match Status’ to OFF. 5. Click on the ‘Save Changes’ button.

We aim to work with you to propose alternative products.

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