For the past five years, Yahoo! has tried to keep pace with Google’s adSense program through Yahoo! Publisher Network. The beta network, based on a pay per click contextual advertising plan, had struggled to switch over to a full-pro model, but it looks like it may never get the chance. Users were notified today that Yahoo! plans to shut down the network in a letter. They’ll pull the curtain on April 30.
Much of the reason for this decision could lie in the fact that Yahoo! is about to merge completely with Microsoft’s Bing, a move that will shuffle around responsibilities between the two companies. As it stands, Yahoo! is set to take on the advertising needs of bigger companies, with Bing taking on the smaller ones. Thus, there’s less of a need for Yahoo! to maintain a network that was largely designed for smaller companies to profit.
Read the letter send out to publishers below, and check out Chitika if you’re looking to continue with running pay per click ads through Yahoo!.
Yahoo! continuously evaluates and prioritizes our products and services, in alignment with business goals and our continued commitment to deliver the best consumer and advertiser experiences. After conducting an extensive review of the Yahoo! Publisher Network beta program, we have decided to close the program effective April 30, 2010. We expect to deliver final publisher payments for the month ending April 30, 2010 to publishers no later than May 31, 2010. All publishers eligible for 1099s for the 2010 tax year will have those mailed by January 31, 2011.
Because our content will no longer be delivered to your ad unit spaces after April 30, 2010, we recommend removing all YPN ad code from your pages by that date.
For the opportunity to continue earning revenue, we suggest using Chitika, a leading advertising network that syndicates Yahoo! Content Match and Sponsored Search ads. Chitika has set up a special process for YPNO beta publishers to participate in its platform. Click here for more information.
We thank you for your participation in the Yahoo! Publisher Network beta. If you have any questions regarding this announcement, please contact our Support Team at (866) 785-2636, Monday through Friday from 7:00 a.m. to 5:00 p.m. PDT.
Your Partners at Yahoo!