Yahoo Shutting Down Paid Inclusion

    October 22, 2009
    Chris Crum

Yahoo is discontinuing its paid inclusion service, Search Submit. This was revealed at the iProspect/Range Online Media Client Summit on a panel moderated by Danny Sullivan. Sullivan’s Search Engine Land received the following statement from Yahoo:

We are committing our resources and efforts to our core areas of focus, including improving the search experience and relevancy of our ads to increase user engagement and ROI for advertisers, and as a result, have decided to exit Search Submit. We have stepped up innovation in Search Marketing, recently rolling out search retargeting, Rich Ads in Search and improved matching technology, and in Consumer Search, with enhancements like the new search results page. These enhancements deliver value, control, innovation and relevance to our advertisers, leading to increased ROI.

Yahoo! will exit Search Submit at the end of 2009. Yahoo! is providing those advertisers affected by the decision a sufficient lead time to assist in the transition. In addition, Yahoo! has recently announced a series of important enhancements to its Search advertising business and will work closely with many Search Submit advertisers to provide them with search solutions that will benefit their businesses.

Yahoo told WebProNews at the recent Search Marketing Expo that the company is giving its advertisers more control. In the following interview, Yahoo Director of Product Management David Miller told us that the forthcoming Yahoo/Microsoft deal will open up more innovation for advertisers. He also talks about some things Yahoo currently has going on and will in the near future with regards to giving advertisers greater control.

Miller said that early next year, Yahoo will be launching "network distribution," and advertisers will have the ability to separately bid on campaigns for Yahoo, the partner network, or both. He also discussed a tool (which is currently in beta) that lets advertisers control their accounts while offline.