FTC Yawns At Yahoo, BlueLithium Deal
The Federal Trade Commission gave Yahoo's acquisition of ad network BlueLithium its stamp of approval.
A $300 million cash deal for BlueLithium by Yahoo whizzed past federal antitrust regulators. As they did for Microsoft's aQuantive buy, the FTC saw no antitrust concerns with Yahoo's deal.
Reuters cited the FTC list of approvals in noting the agency's approval. The deal had been announced in early September, and managed to get through the review process in barely a month.
Yahoo's purchase of BlueLithium gives them more tools to offer advertisers for performance marketing efforts. Performance marketing looks for conversions, which can be a straightforward sale, or another action completed by a customer.
Yahoo previously disclosed the appeal of performance marketing being related to the rapid growth of social media content. Performance marketing efforts may perform better than the typical cost per click or CPM models regularly used in many campaigns, due to the requirement of an action to complete the conversion.
Those actions provide a tangible benefit to the advertiser, even if it is a simple as adding a name to a mailing list and opting-in for further marketing messages. As such, they can be measured more easily, and beyond the original campaign that brought the visitor to the marketer.
Written by David A. Utter Web Pro News
Yahoo's Search Assistant and Universal Search
Yahoo is putting some extra heat on Google in the competition for best search engine.
Yahoo Assistant
They released a search assistant feature, which automatically expands related queries and info sometimes while you’re typing (or pausing your typing). For instance, when you enter blogging, the suggestions include “typepad blogging tools” or “make money blogging. “Some of the suggestions are also related to semi-recent news, which makes it more useful. I’m not sure if this box becomes annoying over time (as I’m no regular Yahoo user), but it runs very smoothly here.
Also, Yahoo now have their own flavor of “universal search"; for instance, video players directly embedded on web results (and not just as shortcut), e.g. for the query youtube founders, as well as even more Flickr imagery, like for the query cityscape.
Written by Philipp Lenssen Web Pro News
My Views-- $300 million?? for adds!! now that's just great, pretty soon all Yahoo will be is adds from top to bottom, Google by the way have just removed the pay-per-click advertising from Orkut possibly because no one uses Orkut but that's a different matter. Yahoo of course want to make money if they can't make money out of something they drop it eg: Y Photos it was too much hard work to upgrade and make money out of Y Photos so its buy Flickr and make money that way too bad if the customers don't want it or lose out that's the way Yahoo works. What they don't realise is that most don't use Yahoo search either so no money there. I don't as Google is better always has been and its doesn't have any adds, neither does most of Yahoo when you use Firefox (Yahoo don't get a cent from me )
A lot of people are leaving Yahoo and its mixed up "mash" of services that possibly %90 of Yahoo users don't even know about never mind use (did you know Yahoo owns MyBlogLog now?) Do you use the Yahoo briefcase? Or Y Answers ? Most just use mail, 360 and or Flickr a LOT used Y Photos in fact most did, the normal non-360 profile images where hosted on Y Photos now it's impossible to upload an image to a non-360 profile but what can you do Yahoo wasn't making money out of Y Photos and unless the advertising appears on the new Mash profiles they won't make a profit there either
It all comes down to the almighty $$$ in the end
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