In an effort to reverse the decline in its ad revenue, Yahoo has decided to merge its display advertising sales business with its text based search ad business.
This is a bold move by Jerry Yang who recently assumed the top position at Yahoo following the departure of ex-CEO Terry Semel.
Yahoo’s move is aimed at streamlining the way it sells advertising to customers who increasingly want to buy ads across a variety of formats, from being linked to search terms to popping up as a graphical display to being shown as video.
Is the merging of display and search a smart move?
Lets put it this way … something drastic had to be done to maintain the enthusiasm of Yahoo investors. Is this the right solution? I’m not so sure but only time will tell.
In the meantime here’s an interesting discussion over at WebmasterWorld about Yahoo’s merging of display with search.
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