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adMarketplace to Hold Series of Webinars

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Patrick Luckett
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on Wednesday, 10 April 2013
in adMarketplace News

With Advertiser 3D, adMarketplace clients have the most granular control in the industry over their search campaigns.

Advertiser 3D Laptop
Advertiser 3D is the only platform to allow bidding by Keyword, Traffic Source, Device Type, Operating System — and soon, User Location and Dayparts.

To help our clients grow their business and effectively utilize these new features, adMarketplace will be holding a series of webinars starting Thursday, April 11th.

Upcoming Webinars in April

April 11th, 2013
Traffic Sources Overview

April 18th, 2013
Traffic Source Optimizations

April 25th, 2013
Creating an Account

Tomorrow from 1:00-2:00pm EST, adMarketplace Director of Product, Mat Rosa will dive into how Advertiser 3D has solved the ongoing issue of traffic source transparency.

adMarketplace Webinars will be held weekly and will review key features in Advertiser 3D. Future sessions will share industry best practices and thought leadership as well.

To join an adMarketplace Webinar, click here.

If you wish to be notified of future webinars via email, click This email address is being protected from spambots. You need JavaScript enabled to view it. , or contact us directly at This email address is being protected from spambots. You need JavaScript enabled to view it. .

adMarketplace Releases Advertiser 3D version 1.1!

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Patrick Luckett
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on Friday, 22 February 2013
in adMarketplace News

birthday cake

 

 

 

Pushing innovation even further, adMarketplace released Advertiser 3D v1.1. This version was originally named v1.0.7, but the extent of significant new features demanded a numeric upgrade.

 

 

 

 

 

 

 

Take a closer look at Advertiser 3D v1.1.

Capping by Device Type

First, we introduced device type bidding — now v1.1 lets advertisers cap by device type as well.

2013-02-15 1308

Tipton's Tips: 4 Reasons Why CTR Is a Bad KPI

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James Tipton
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on Tuesday, 12 February 2013
in adMarketplace News

In the early days of online advertising, achieving a high level of “sophistication” in the digital space was as easy as launching a search campaign. Data analysis was a simple process since marketers had limited metrics to evaluate - impressions, clicks, CPC, average position and CTR. 

In order to achieve an even higher level of sophistication, marketers began setting search KPIs. Including a target CTR to a short list of search KPIs was very useful; it helped identify trends that indicated whether or not a campaign was in good or bad health. Optimizing for a metric like CTR was not only common, it was key.

Fast-forward to the deluge of data that has besieged marketers over the past 5-7 years. With a data set whose size increases nearly every day, why do some marketers still include metrics like CTR in their marketing KPIs? My case against CTR as a KPI goes something like this:

1. CTR doesn’t translate into the real reason we’re advertising. (When has CTR ever been mentioned in a business plan?) 

2. CTR doesn’t get reported in company financial statements—and it says nothing about the quality of the products or services we’re promoting. 

3. CTR can’t tell us if we’re gaining or losing customers. 

4. Key stakeholders often don’t know what this KPI signifies. 

So, as marketers, I recommend that we not give stakeholders (or ourselves) extra work by including CTR in an ever-expanding list of available KPIs.

Instead, marketers should set KPIs that illustrate the value of their search campaigns. Measure revenue, profit, ROI, visitor loyalty and engagement, CPA… Things that stakeholders appreciate. Things that have metrics that can be tracked all the way down to the keyword level.  

By measuring performance against real-world KPIs, your search campaigns will benefit, and so will your business.  

adMarketplace Search Platform First in Mobile Device Bidding

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Patrick Luckett
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on Wednesday, 23 January 2013
in adMarketplace News

FOR IMMEDIATE RELEASE:

Advertisers Can Adjust Keyword Bids Based on Device Type

New York, NY – January 22, 2013 – Consumers are searching the web using a rapidly-growing number of mobile devices, and adMarketplace now offers the first platform for advertiser bidding by mobile device type.

According to internal research, smartphone clicks resulted in sales at only half the rate of desktop searches. Using Advertiser 3D, search advertisers can address changing consumer behavior by analyzing their performance data based on the device of origin, and adjust their bids accordingly.

"This is a major leap forward for search advertisers. Consumers are no longer searching exclusively on the major search engines from desktop computers. With Device Type bidding advertisers can find performance at scale no matter where consumers are searching,” said Jamie Hill, CEO of adMarketplace.

Advertiser 3D was the first platform to offer keyword bid adjustment based on traffic sources. Expanding the platform to cover device types, adMarketplace has eliminated the need for advertisers to create and manage separate campaigns.

“Search advertisers want a platform that uses their own performance data to optimize spend across the different dimensions of search advertising without being forced to manage separate campaigns for every device, operating system, and traffic source. This is why Advertiser 3D is the next generation search advertising platform.” said Adam J. Epstein, President & COO of adMarketplace.

adMarketplace, Inc. is an advertising technology company that operates the largest search network outside of Google and Yahoo/Bing. The 8th fastest-growing private company in New York, adMarketplace delivers premium Pay Per Click traffic to the Internet's largest marketers and agencies. Advertisers can adjust keyword bids by traffic source and device type based on their own performance data through Advertiser 3D, adMarketplace’s proprietary search syndication platform.

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Download Official Press Release Here

Will The FTC Protect Web Publishers From Google's Forced Exclusivity?

Posted by
Adam Epstein
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on Wednesday, 19 December 2012
in adMarketplace News

The largest antitrust investigation in 15 years is expected to conclude soon. Its outcome will impact, for decades to come, how Web publishers generate revenue, which in turn, dictates what Web content is free and available to consumers.

Since June 2011, the Federal Trade Commission has been investigating whether Google used its monopoly power in violation of antitrust laws.

While most of the attention on the investigation is focused on Google’s favored positioning of its own products in its search results, there is more to the FTC’s investigation than search bias.

The FTC is also looking into Google’s use of exclusionary practices to stifle competition and underpay its search partner network. This component of the FTC’s investigation focuses on Google’s AdWords for Search program, which is the primary way many Web publishers make money. Here, the FTC’s case is stronger than its case against Google for manipulating search results.  

Here is how AdWords for Search works: Google places advertisements against searches entered on publisher partner sites. When visitors click on these ads, Google gets paid by the advertiser, and pays their publisher partners a percentage of that revenue.  Almost 30% of Google’s advertising revenue comes from its publisher network. 

The FTC is investigating whether Google is using its market dominance improperly when it requires publisher partners to show Google ads exclusively. If a publisher wants to show any Google ads to their visitors, they can only show Google ad. And since Google dominates the search advertising market, Web publishers are essentially forced to agree to its terms or give up Google revenue altogether.

The more that Google faces competition, the more publishers get to keep of the ad revenue generated by publishers on their own sites.  Of course, Google has a strong incentive to limit competition so that it can keep more for itself and share less with publishers. That is exactly what Google has done. 

Publishers ought to be able to offer their search traffic to more than one advertising partner so that they auction their advertising inventory to the highest bidder. This is a common practice in every other advertising medium – including display advertising, with the rise of real-time bidding auctions. Can you imagine if newspapers or TV stations could only show ads sold from a single broker?

Web publishers would see increased revenue if there was a competitive, real-time market for their search traffic. In turn, they could use this additional revenue to produce more content or provide more free services profitably. This would benefit the consumers of Web content, who make up their online audience. Competition would also bring increased innovation and transparency in the search network advertising marketplace - which would benefit advertisers as well.

The European Commission also understands the danger of Google’s exclusivity requirements:

Google imposes exclusivity obligations on advertising partners, preventing them from placing certain types of competing ads on their web sites, as well as on computer and software vendors, with the aim of shutting out competing search tools.”

A competitive search partner advertising market would benefit the Internet ecosystem.  The FTC doesn’t need to pick winner and losers -- that should be left to the free market. However, the FTC should step in to ensure that dominant companies like Google don’t use exclusive agreements and one-sided contracts to prevent Web publishers from participating in a free market.

The FTC has an opportunity and obligation to protect web publishers, and the consumers who enjoy their advertising-supported content, by preventing Google from forcing online businesses into stifling exclusivity agreements.

Another Day, Another Feature: Tech Target talks adMarketplace

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Patrick Luckett
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on Thursday, 08 November 2012
in adMarketplace News

Adding to all the excitement this week, an article in AdWeek and Ad:Tech NY,  Tech Target raised the bar further with their interview with adMarketplace CTO, Mike Yudin. The piece details adMarketplace's history and touches on our latest platform, Advertiser 3D.

Yudin had this to say about Advertiser 3D:

Our platform has been specifically built for managing this complexity that these [other] companies have not solved. Our system gives you data, gives you controls [and] differentiated pricing based on performance of your ads across all these sources."

It is a complex process to turn big data into relevant advertisements in real-time, but Yudin is a strong advocate of keeping things as simple as possible. When asked about our company's mission statement, he responded:

We're in the business of helping good companies make more money, acquire more customers and grow their businesses online."

Click here to view the full article.

Interested in finding out more about Advertiser 3D? Contact us via email at This email address is being protected from spambots. You need JavaScript enabled to view it. , or call (212)925-2022.

AdWeek Features adMarketplace

Posted by
Patrick Luckett
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on Wednesday, 07 November 2012
in adMarketplace News

This is an exciting week for adMarketplace. In the midst of preparing for AdTech NY, adMarketplace was featured this week in AdWeek's Digital Issue. Focusing on search performance outside of search engine results pages, the article cites case studies and interviews with current advertisers and adMarketplace CEO, James Hill.

Steve Gibson, Associate Search Director for Garage Team Mazda, had this to say about his experience with the adMarketplace platform:

adMarketplace was able to contribute performance at scale to our SEM efforts. September was Mazda's strongest month to date this year and adMarketplace played a very important part."

Hill is quoted describing the new dashboard more specifically:

Buyers can now know what they’re getting. They know where their ads are being placed. We solve the problem of being a transparent platform.”

Cick here view the full AdWeek article. 

Interested in finding out more about Advertiser 3D? Contact us via email at This email address is being protected from spambots. You need JavaScript enabled to view it. , or call (212)925-2022.

Big Data meets Simplicity

Posted by
Patrick Luckett
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on Thursday, 11 October 2012
in adMarketplace News

Every day digital advertising companies generate large amounts of data. These are Big Data companies, and the massive data they take in every day is one of the most important assets for their business.

At a recent DataWeek San Francisco panel, moderated by Russell Sullivan of Aerospike, adMarketplace CTO, Mike Yudin, joined BlueKai CSO, Alex Hooshmand, and LiveRail CTO, Andrei Dunca, to speak on the topic Instant Ad Response via Real-Time Transactional Analysis.

How much data is Big Data? Yudin, defined it very simply:

In the case of real-time response, more data than can feed into a servers’ physical RAM and more data than traditional databases can deal with, and querying should happen very fast in both cases; 1 millisecond or less in real time, and 1 second or less for the user interface.”

Hooshmand tells his description more literally:

We do that about a trillion times a month, and last month we actually hit run rates of about 2 trillion times a month. So, all of that information has to get captured because we're also the platform that accounts for what's happening with this data. We have to understand where the source of the data is, where it's going, and in some cases we have to charge people for it. So, there's a class of problems around taking that data and aggregating it in a way that can then show up in our reporting. There, the big problem is just the sheer volume of data that you have to deal with.”

ad:tech London: Bringing the Technology World Together, and adMarketplace to the World

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Super User
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on Thursday, 27 September 2012
in adMarketplace News

Digital media is a global industry, not beholden to physical boundaries or country borders. Last week’s massive ad:tech London convention proved this once again, bringing the advertising and technology world together and effectively creating a forum for the digital community on an international scale.

adMarketplace was on the frontline in London, giving major advertisers an opportunity to get more of the premium quality traffic they are already buying on Google. Our strong presence on the exhibition floor combined with our gold sponsorship and reputation in the search industry made it easy for ad:techies to strike up a conversation with our team.

How We Optimize Keywords

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Mateo Llinas
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on Monday, 24 September 2012
in adMarketplace News

Our Director of Account Management Mateo Llinas looks at how account managers analyze and optimize keywords in the adMarketplace search network:


Reaching an account’s performance goal tends to take some time, as account managers need to compile sufficient data. But at adMarketplace we analyze historical patterns to identify strategies that will help your account hit performance goals as quickly as possible.

How do we rank the value of different keyword targeting levels, keeping in mind both available search volume and expected performance? Let’s review:

Antitrust Experts: The State of Competition in Internet Search & Advertising

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Super User
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on Friday, 21 September 2012
in adMarketplace News

The following video comes from last week's FairSearch.org Searching for Innovation and Competition in the Onilne Marketplace conference held at the Newseum in Washington, D.C. If you have some time and are interested in the current state and future of the search industry, Google's domination of it, and the antitrust issues associated with it, the video is well worth watching.

The panel featured an impressive lineup of legal minds and government officials:

• Bert Foer, American Antitrust Institute
• Pamela Jones Harbour, Fulbright & Jaworski L.L.P., former FTC Commissioner
• Patrick Lynch, former Rhode Island Attorney General, past president of National Association of
Attorneys General, Consultant to FairSearch
• Nathan Newman, Research Fellow at the Information Law Institute, NYU Law, head of TechProgress.org
• Jim O’Connell, former Deputy Assistant Attorney General in the Justice Department’s Antitrust
Division, partner with Covington & Burling LLP

And here's the FairSearch recap of the event: Panelists Review Investigations of Google, Potential for Action 

Stop & GoDaddy: Outage Causes Internet Mayhem; adMarketplace Responds

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Super User
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on Friday, 14 September 2012
in adMarketplace News

At around noon on Monday, we began to notice some strange fluctuations in our traffic patterns. Something didn't look right: after a quick investigation and calls to some premium publishers, we pinpointed the issue: domain provider GoDaddy had crashed.

News of the outage spread quickly across the (still-functioning) Internet. When one of the world’s biggest site hosting firms goes down, it’s a big story. Not just in the technology industry, but for every company that relies on the web to conduct its business.

Our account managers moved quickly after noticing a drop. They re-allocated budgets across several publishers who weren’t affected and made sure that our advertisers' offers continue to reach users.

The TD Foundation's 2nd Annual Golf Outing

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Super User
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on Monday, 10 September 2012
in adMarketplace News

A couple weeks ago, the TD Foundation hosted its 2nd annual Golf Outing at the beautiful Rye Golf Club in Rye, NY. And for the second time, adMarketplace was proud to be a sponsor. 

To date, the TD Foundation has shipped $140,000+ of school supplies, $50,000+ of medical supplies, $20,000+ in vitamins, hundreds of boxes of donated clothes and toys, and funded more than 30 life surgeries including severe burns, orthopedic reconstructions, and heart repairs. A great cause we are happy to support.  

 

 

For a handful of more pictures, head over to our Facebook page

 

Five Fresh Faces Bring August to a Fantastic Finish

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on Wednesday, 29 August 2012
in adMarketplace News

Once again, we're excited to welcome a new class of account executives and coordinators to adMarketplace. They're here to help continue our sales team's growth and expand our roster of premium managed and self-serve accounts. Say hello to, from left to right...

New Sales Class


Kevin Carney, Account Director

Prior to adMarketplace, Kevin was in the interactive agency space with organizations such as ConvergeDirect, Atrinsic and 360i, where he drove strategies for new client acquisitions, as well as campaign and cross-channel growth for existing clients. Kevin has more than 20 years of experience in advertising, 15+ in the online space specializing in search and affiliate marketing. He resides on the south shore of Long Island with his wife, Kathleen, and two daughters, Kaitlyn and Kayla. He is passionate about spending quality family time outdoors, especially in the ocean and bays and has an appreciation for swimming, fishing, gourmet cooking, film and sports, especially soccer, football and thoroughbred horse racing.

Alexandra (Ali) Erwin, Sales Coordinator
Ali comes from Pennsylvania where she graduated with a Bachelor of Arts degree in Economics. She enjoys tennis, volleyball, cooking, and watching the food network.

Marshall Mann, Account Executive
Marshall graduated in 2008 with a Bachelors of Business Marketing from the University of Utah. Prior to joining adMarketplace he was an account supervisor at Crowell Advertising and an Account Executive at McCann Erickson. Besides being a proud 2011 Fantasy football champion Marshall enjoys sports, outdoor recreation and traveling.

Chloe Slobotkin, Account Executive
Chloe is originally from New York City and recently graduated from Villanova with a bachelors in communications. She loves surfing and the beach and just got back from a week-long surf trip in Costa Rica. She has also surfed in Hawaii, Thailand, and California and was fortunate enough to have lived in Rome for four months while in college. She loves traveling and music. Although U2 and the Red Hot Chili Peppers are her two favorite bands, she recently discovered a newfound love for reggae and will always be a huge Bob Marley fan.

Kimberly Yarborough, Account Executive
Kim is from Nashville, TN and has spent the past year living in Spain as a Fulbright scholar. She graduated from Middle Tennessee State University in May 2011 with a Bachelors of Science in International Relations and a Bachelor of Arts in Spanish. She is fluent in Spanish and in her free time enjoys traveling, reading, and salsa dancing.

If you want to work at a fast-growing company with an energetic and entertaining staff, room for growth and many fun events out of the office throughout the year, we're hiring.

Searching for Olympic Glory: Tracking the Most Popular Athletes, Countries and Sports from London 2012

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Super User
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on Tuesday, 21 August 2012
in adMarketplace News

While the athletes of the 2012 Summer Olympics were running and jumping, throwing and rowing, tumbling and stumbling, swimming and spinning (and sometimes not grinning), Internet users around the world were searching.

We took a look at the searches on the adMarketplace search network to learn which athletes took home popularity gold, which countries stood ahead of the pack, and what sports the world was most interested in from July 27, date of the Opening Ceremony, through the Closing Ceremony on August 12. Here is what we found:

Our first (of what we expect and hope will be many more) infographic created by adMarketplace Graphic Designer Ryan Cherchio

Moving In, Moving Up, Moving On: The Circle of adMarketplace Life

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on Wednesday, 15 August 2012
in adMarketplace News

Moving In, Moving Up, Moving On

Above are the smiling faces of adMarketplace employees who are moving in, moving up, and moving on. From left to right we present:

Pay Per Click 101 Lesson for Facebook: Filter Your Traffic

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Super User
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on Thursday, 02 August 2012
in adMarketplace News

Amid all the bad news about Facebook this week — misstating its Monthy Active Users numbers, its stock price dropping below $20 for the first time (sinking California’s revenue estimates along with it), major executive brain-drain, and its M&A department trying to strong-arm a young app developer into selling them his company — one story in particular stood out because it goes to the heart of Facebook’s advertising business:

Facebook has been accused of delivering non-human Pay Per Click traffic to advertisers.

New York-based start-up Limited Run bought Pay Per Click advertising through Facebook and noticed that only 15-20% of the clicks on the visits it received were getting reported by its website analytics tools. That can happen sometimes since analytics tools rely on sampling and the sample size is not always big enough. But with further digging, the advertiser finally determined that roughly 80% of its Facebook ad traffic came from users who did not accept JavaScript.

This Week's New Hires: Shane Sorbello and Mariyan Stoyanov

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on Tuesday, 24 July 2012
in adMarketplace News

We're happy to welcome two new members to our tech team this week:

Shane Sorbello, Sys Ops Engineer
Shane comes to adMarketplace with a background in IT and education and a degree in mathematics and computer science. Alongside his technological pursuits, he is a guitar player and enthusiast with particular interests in contemporary and blues guitar music. Recently, Shane has taken up astronomy as hobby, seeking out deep sky views with a large aperture Dobsonian telescope. Fond of the humanities, he enjoys the short stories of Jorge Luis Borges and Joseph Campbell's comparative studies in mythology.

Mariyan Stoyanov, Software Developer
Mariyan has interests in computers and natural sciences but also enjoys activities such as painting, playing piano (or rather trying to renew that skill), listening to jazz, blues, rock and classical music. Some of the favorite composers, performers and bands are Queen, Ray Charles, Nat King Cole, Elvis Presley, Ritchie Valens, Frederic Chopin and Beethoven. He also plays badminton, soccer, basketball and does yoga.

 

For more our Instagram pictures, follow @adMarketplace. And if you're looking for a job in New York City, we're hiring!

adMarketplace: The New Class

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Super User
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on Thursday, 19 July 2012
in adMarketplace News

We welcomed a new class of account executives and managers to the adMarketplace team last week. These new hires bring a wide array of backgrounds and experience that will undoubtedly lead to even greater growth for the company and our clients.

Overseeing the new and improved sales department is Mike Salzman, who joined adMarketplace last month from Google and brings with him an impressive sales track record. We're happy to introduce the newest dedicated group of adMarketplace employees:

The Mayer of Sunnyvale: What Does Yahoo's New CEO Have In Store?

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on Tuesday, 17 July 2012
in adMarketplace News

Yesterday, Marissa Mayer was Google's Vice President in charge of its Local, Maps, and Location Services. Today she becomes the President and CEO of Yahoo.

Only 37, Mayer was Google's 20th employee and spent ten of her 13 years there in the search division. This may suggest Yahoo is interested in reclaiming some of the market share it continues to siphon to Google and Bing. How will Mayer turn those numbers around? Danny Sullivan posits in Search Engine Land that she will completely "write-off" search to focus on other aspects of the company.

What type of commitment will Mayer make to Yahoo's content producers? Yahoo had been transitioning away from advertising and into media under CEOs Carol Bartz and Scott Thompson and interim CEO Ross Levinsohn. Will Mayer stay the course or pivot to products, of which she's much more experienced?

So many questions for Mayer. Fortunately, we won't have to wait long for answers. At 2 PM this afternoon, Yahoo is holding its second quarter earnings call. While analysts don't expect much good news from the recent past -- aside from the weak numbers, there's the pesky little matter of 425,000 passwords being breached -- this may be the most optimistic and forward-looking call in recent memory. Michael Arrington certainly sees the positive, calling this a "paradigm-shift" for Yahoo.

But by looking ahead, what will this mean for Levinsohn? We were fairly certain that the Yahoo board would make the safe play and remove his interim tag, but now that they've gone in another direction, will he stay in the fold? He certainly has a track record and reputation that makes him highly-coveted, and if Mayer does in fact move Yahoo away from media, he could become expendable as well. That would be a big loss for Yahoo.

When the news broke yesterday afternoon, Mayer had just north of 152,000 Twitter followers; she's now up to 173,000 (and counting). If you'd like to learn more about Mayer, Fast Company profiled her in last year's Most Influential Women in Technology issue. From Gawker, in typical snarky fashion: Google’s Most Glamorous Employee Now Head of World’s Least Glamorous Company. And here she is dancing and bowling.

Congratulations, Marissa Mayer (both on the new job and the pregnancy). When you're ready to fix Yahoo's search syndication, give us a call.

The adMarketplace Blog

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