I was asked by Business Week to provide an opinion piece on Yahoo’s new search marketing platform.
As an opinion piece, I was asked to pick one side and provide supporting evidence to back up my stance. As I’ve already stated how impressed I am with Panama, I went with the positive.
I hope you’ll enjoy it and feel free to leave your counter-point here or at the article.
UPDATE: comScore just released data that shows Panama is helping Yahoo. I wish I’d known, so I could have included in the article.
ComScore also found that Yahoo’s search ads are gaining ground as a percentage of total clicks. Prior to the Panama launch, ads held 10.1 percent of clicks, which increased to 10.6 percent of total click volume in the week ending February 11 and 11.1 percent in the week ending February
It certainly backs-up my statements.
UPDATE 2: Business Week is going to let me include this new data and the article should be updated soon.