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I thought this article out of the Wall Street Journal was interesting. The article is discussing Yahoo’s success with its new Ad-Ranking Tool. According to the article, “web surfers are clicking on Yahoo Inc. search-related advertisements with increasing frequency following the introduction of a new ad-ranking system.” This new system “determines ad placement based on an assessment of quality that includes the ad’s click-through rates and other factors as well as its bid price, rather than bid price alone.” This technique has been so successful that independent research has shown consumers are more often clicking on Yahoo ads instead of the “natural” results of their search. According to a company spokesperson, the system, called Panama, is still in its early stages and more tweaking needs to be done. Its technique for filtering advertisements is very similar to the method used by Google.
I thought it was interesting to read something like this and not have it pertain exclusively to Google.
