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