Although not a an extremely popular vehicle for advertising, Yahoo’s Content Match product did serve a useful purpose for many businesses here in Scotland and throughout Europe. As of March 31 this year, Yahoo! is closing down the product.

Yahoo says that this decision allows them, and their advertisers, to focus more on Sponsored Search and Display. It is quite a capitulation on Yahoo’s behalf considering how popular and how much money Google makes from this type of advertising. It does not lead to overall confidence in Yahoo’s continued presence in the advertising, particularly content and PPC, into the future.

For publishers, this will result in less ads and most likely less income. The end result may well be the total closure of the Publisher Network – even in it’s current limit scope. Google and other content based publishers won’t be jumping too much for joy – Yahoo didn’t exactly have a giant share of the market to begin with.

Emails sent to advertisers put it very bluntly –

“Content Match will close on 31 March 2009, after which the product will no longer be supported. All Advertisers should therefore opt out of the Content Match marketplace by this date.”

If you have used Content Match, or are currently using it, opt out now if it isn’t performing to well and find an alternative online advertising option.

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This entry was posted on Tuesday, January 20th, 2009 at 4:58 am and is filed under Online Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.