Yahoo! Tests New Ad-Placement Algorithm with Project Panama
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Written By Reprise Media | April 7, 2006 | Share This
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Project Panama is now underway in Scandinavia, says a Forbes report spotted by the Search Engine Watch Blog. It will swoop down upon the UK this summer, finally reaching full strength in Japan and the US by early next year. Could be the through line of a long buried 1987 action movie, but it’s actually Yahoo!’s long-expected bid to make its paid ad-ranking system more like Google’s, by factoring in ad relevance.
Yahoo! currently ranks ad solely based on the amount folks are willing to pay for keywords; the higher the bid, the higher the ad on the search results page. The Project Panama (starring Chuck Norris and Louis Gossett, Jr.) upgrade will additionally measure ads’ click-through rates; ads that are more frequently clicked on will theoretically rank higher than those that don’t.
Reportedly, “high-volume search buyers” have already been appraised of the changes, and Yahoo!’s expected to make an official announcement soon.
Topics: Yahoo! |