Search Engine Land
  • SEO
    • > All SEO
    • > What Is SEO?
    • > SEO Periodic Table
    • > Google: SEO
    • > Bing SEO
    • > Google Algorithm Updates
  • PPC
    • > All PPC
    • > What is PPC?
    • > Google Ads
    • > Microsoft Ads
    • > The Periodic Tables of PPC
  • Focuses
    • > Local
    • > Commerce
    • > Shopify SEO Guide
    • > Content
    • > Email Marketing Periodic Table
    • > Social Media Marketing
    • > Analytics
    • > Search Engine Land Awards
    • > All Focuses
  • SMX
  • Webinars
  • Intelligence Reports
  • White Papers
  • About
    • > About Search Engine Land
    • > Newsletter
    • > Third Door Media
    • > Advertise

Processing...Please wait.

Search Engine Land » Channel » PPC » Yahoo Expands Search-Ads Relationship With Chitika Into Mobile

Yahoo Expands Search-Ads Relationship With Chitika Into Mobile

Yahoo has apparently been working with search-ads network Chitika since 2006. Chitika ads appear on various Yahoo PC sites (e.g., Answers, Local) and Yahoo (Bing) search/text ads are syndicated across Chitika’s network of roughly 250,000 publisher sites. Now that relationship is expanding to mobile. According to the news out this morning: The multi-faceted agreement with […]

Greg Sterling on May 7, 2013 at 10:43 am

yahoo-logoYahoo has apparently been working with search-ads network Chitika since 2006. Chitika ads appear on various Yahoo PC sites (e.g., Answers, Local) and Yahoo (Bing) search/text ads are syndicated across Chitika’s network of roughly 250,000 publisher sites. Now that relationship is expanding to mobile.

According to the news out this morning:

The multi-faceted agreement with Yahoo! includes; off–network search syndication, monetization of Yahoo! owned and operated properties, and mobile ad serving and monetization. This deal allows Chitika to continue to provide world-class monetization solutions to its partners and helps Yahoo! extend its search marketplace.

What this means as a practical matter is the following:

  • Off-network: Yahoo will “re-syndicate” search ads across the Chitika network in mobile (mirroring the distribution Chitika provides for Yahoo on the PC)
  • In-network: Yahoo will use Chitika technology to serve and target search ads on its own mobile properties

The deal is a mix of licensing and revenue sharing.

I spoke yesterday with Chitika CEO Venkat Kolluri who was obviously enthusiastic about the expansion of his company’s deal with Yahoo. He discussed the challenges of translating search/text ads into effective mobile ads — essentially mobile display ads. Google also does this with mixed success.

Kolluri said the objective was to minimize or eliminate bad clicks in mobile. Chitika has apparently done this by generating ad-category icons and putting the text ad copy on a landing page.

The search marketer doesn’t get charged for the first click on the icon; the billable event happens when a user clicks on the link/text on the mobile landing page (there’s no click-to-call currently). Google and others have also addressed this “inadvertent click” issue, sometimes called the “fat finger” problem in different ways.

Below is an example of how these ads/icons appear in a mobile context. The screenshot was provided by Chitika:

Chitika mobile icons

This deal is noteworthy in a few respects. It reflects another semi-independent move by Yahoo to reap more revenue from search advertising. However, it also benefits Bing search advertisers because they gain additional mobile reach (it’s not clear how or whether Yahoo and Microsoft will communicate about this network syndication to advertisers).

The deal is also part of Yahoo’s new much more aggressive mobile strategy.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


New on Search Engine Land

    New mobile Google ad experiment puts favicon in-line with display URL

    Google launches video health tools to help publisher monetization

    SEO pioneer and expert Bill Slawski passes away

    New Yelp feature: Request a Call

    Google Ads issue with access to video pages frontend

About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

MobilePPC

Get the daily newsletter search marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Learn actionable search marketing tactics that can help you drive more traffic, leads, and revenue.

March 8-9, 2022: Master Classes (virtual)

June 14-15, 2022: SMX Advanced (virtual)

November 15-16, 2022: SMX Next (virtual)

Learn More About Our SMX Events

Discover time-saving technologies and actionable tactics that can help you overcome crucial marketing challenges.

Start Discovering Now: Spring (virtual)

September 28-29, 2022: Fall (virtual)

Learn More About Our MarTech Events

Webinars

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

Dominate Your Competition with Google Auction Insights and Search Intelligence

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

See More Whitepapers

Receive daily search news and analysis.

Processing...Please wait.

Topics

  • SEO
  • PPC

Our Events

  • Search Marketing Expo - SMX
  • MarTech

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2022 Third Door Media, Inc. All rights reserved.