Reprise Media releases Yahoo Panama report
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Written By Emily Koh | June 13, 2007 | Share This
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After months of avid data collection and analysis, we’ve finally released our comprehensive review of Panama. Yesterday, Reprise Media published, “Inside Yahoo Panama,” an in-depth look at Yahoo’s “new” advertising platform and its impact on marketers. The study analyzes various areas of Panama, including its handling of campaign management, user interface, systems integration and performance.
Here are some of the key findings of our report:
- Panama Establishes Industry Standards: Many of the changes between systems move Yahoo’s structure and tools much closer to existing platforms at Google and MSN. Whether intentionally or not, Yahoo has created some defacto industry standards, such as the organization of data, terminology, and a standard API.
- New Targeting Options Will Drive Revenue: With new options like geo-targeting and enhanced tracking of contextual placements, Yahoo will help drive revenue from areas of the market that are currently underserved.
- Big Companies at an Advantage: Panama increases the complexity of managing search marketing campaigns with Yahoo, making it harder for small companies and self-serve advertisers to compete with their big-brand competitors.
Overall, our report concludes that the Panama upgrade was a major improvement over the previous system, the Direct Traffic Center (DTC). Although there are certain aspects of the system that could hinder Yahoo’s ability to access the long tail of the market, Panama has already yielded favorable results for our clients.
Check out the full report at RepriseMedia.com.
Topics: Yahoo! |