Quality is His New Job, For One

New VP to help ensure that all of our constituents benefit from a focus on marketplace quality

As an advertiser, you know quality traffic when you see it. You want highly qualified clicks from trusted sources by users most likely to become customers. That simple statement is our ongoing challenge.

The sites where your ads are displayed, our publishers, want quality, too, in the form of ads that fit their content and appeal to their users. And those users know a little about quality, as well. They want relevant content, products and services that meet their needs, wrapped into an engaging, trusted experience—all of which are vital to overall quality.

In fact, Yahoo!’s click-through protection system proactively identifies and does not bill advertisers for between 12 and 15 percent of clicks on average. This includes not only click fraud, but also other types of clicks that Yahoo! believes should not be billed to advertisers

We’re Panamaniacs
Unless you’ve been advertising from under a rock for the last several months, you must know that we recently rolled out a new search advertising system, sometimes called “Project Panama.” This new system gives you, the advertiser, considerably more visibility into your ads’ quality, as well as more control over your campaigns.

But “Project Panama” is far from “stick-a-fork-in-it” done. New features and organizational enhancements will roll out over the coming weeks and months, providing you with even more control and visibility into your ads’ quality.

One of the new features is quality-based pricing (which will help ensure that traffic is priced consistently with the quality it delivers) and domain blocking. Also, we’re developing an advertiser marketplace quality council made up of selected advertisers who will travel to our search marketing HQ and advise our quality teams on their approach. Finally, we’re enhancing our customer care and claims review teams to help them be more efficient and responsive to your needs and concerns.

A Man, a Plan…
To help us implement these new features and enhancements, today we’re pleased to announce the appointment of a new vice president of Marketplace Quality. The new VP, Reggie Davis, will be 100 percent dedicated to ensuring quality across for Yahoo!’s Advertiser, publishers and end users. Reggie will drive all of our quality efforts, hiring a dedicated staff that will coordinate quality teams across the organization.

Welcome aboard, Reggie.

—Michael Mattis

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[ Categories: Account Upgrade Info, Yahoo! News ]

14 Comments Add your own

1. Discovery | March 24th, 2007 at 7:35 am

This is the best news I have heard from YSM in a long time! The Project Panama roll out went well and the new interface is also a welcomed change over DTC. However, to many it was the lack of control over the content network that was the sore spot. I for one can deal with even the weakest interface so long as the traffic is good. I’m hopeful that with domain name blocking and other features YSM’s will once again become a serious contender.

The last piece of the puzzle is a campaign editor application for power users to create/edit/update their accounts efficiently.
2. Yahoo! Publisher Network &hellip | April 12th, 2007 at 2:41 pm

[...] We also hear that you want more transparency and dialogue with us, and that’s part of my new responsibilities in leading the company’s marketplace quality efforts and helping to drive the industry forward on these issues. [...]
3. Yahoo! Search Marketing B&hellip | April 12th, 2007 at 2:41 pm

[...] We also hear that you want more transparency and dialogue with us, and that’s part of my new responsibilities in leading the company’s marketplace quality efforts and helping to drive the industry forward on these issues. [...]
4. Yahoo! Search Marketing B&hellip | August 8th, 2007 at 3:09 pm

[...] Davis, our VP of Marketplace Quality, cuts the [...]
5. Yahoo! Publisher Network &hellip | August 8th, 2007 at 3:24 pm

[...] Davis, our VP of Network Quality, cuts the [...]
6. Yahoo! Search Marketing B&hellip | August 27th, 2007 at 1:47 pm

[...] Engines on Click Fraud In this session, Reggie Davis, VP, marketplace quality, Yahoo! Search Marketing, summed it up succinctly with, “ad quality + traffic quality = [...]
7. Web Tasarimi | October 16th, 2007 at 6:05 am

Thanks all information.
8. Yahoo! Search Marketing B&hellip | December 26th, 2007 at 1:14 pm

[...] wrote a whole series about it (Part I, Part II, Part III, Part IV). Heck, we even elected a VP of Network Quality and opened a Network Quality [...]
9. Australian Online Adverti&hellip | January 9th, 2008 at 12:34 am

[...] wrote a whole series about it (Part I, Part II, Part III, Part IV). Heck, we even elected a VP of Network Quality and opened a Network Quality [...]
10. web tasarımı | April 13th, 2009 at 1:20 pm

very good
11. ade adekunle | May 7th, 2009 at 11:35 am

still waiting
12. unlimited | October 19th, 2009 at 3:19 am

The Project Panama has been a complete success and that’s good news for everybody. YSM is making good advances and that’s good for us, the new interface is pretty good but a good interface is not everything, you’ll get used even to the worst interface out there but other features are more important like blocking domain names.
The new measures to prevent click fraud are a hit, hope that these and other features make of YSM a much better place.
13. Paralante | February 10th, 2010 at 10:20 am

The last piece of the puzzle is a campaign editor application for power users to create – edit – update their accounts efficiently.
14. webanalyzer | February 10th, 2010 at 10:23 am

Finally, we’re enhancing our customer care and claims review teams to help them be more efficient and responsive to your needs and concerns. good text. thank you this information…

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