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Reston, Virginia - (Cheap Web Hosting Directory) - February 15, 2007 - According to a recent study by comScore Networks, a digital age measurement service, Yahoo!’s click-through rates for sponsored search ads have indicated a positive showing. The study was based on the online behavior of comScore’s U.S. sample of 1 million Internet users.

Since the official U.S. launch of its new ranking model on February 5, 2007, Yahoo!’s ranking model is the second phase of its new search advertising system, Project Panama. Using the week ending February 4, 2007 as a baseline for sponsored search click-through rates (i.e. total clicks on sponsored search ads divided by total searches) before the ranking model launched, comScore studied the two subsequent weeks of click-through data to evaluate the impact of the new ranking model. comScore’s data indicate that for each of the two weeks subsequent to the launch (ending February 11, 2007 and February 18, 2007), Yahoo! Sites experienced a noticeable lift in its sponsored search click- through rate. The week ending February 11 saw a 5-percent increase, while the week ending February 18 showed a 9-percent jump.

James Lamberti, Senior Vice President of Media and Search Solutions at comScore remarked, “comScore data show that the recent introduction of Yahoo!’s new search marketing ranking model is already having a positive impact on the click- through rates for Yahoo’s search advertising. comScore will continue to monitor the performance of the new ranking model and plans to issue an additional analysis at the end of the first quarter.”

Another anticipated result of Yahoo!’s new ranking model is a shift in composition of total click volume from algorithmic to sponsored. The “sponsored click composition” metric (i.e. sponsored clicks as a percentage of total clicks) is critical in understanding Yahoo!’s success in improving both monetization and user experience. qSearch data show positive gains in this area, with sponsored clicks representing 10.6 percent and 11.1 percent of total click volume in the weeks ending February 11 and February 18, respectively. These data represent increases of 0.5 and 1.0 points in the weeks following the new ranking model launch.

John Battelle, Chairman and Publisher of Federated Media and author added, “While still in its early stages, any good news for Panama is good news for Yahoo! - and this early study shows plenty of good news.”

comScore Networks measures the digital age with a global cross-section of more than 2 million consumers that allo comScore to confidentially capture browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates attitudes and intentions. Through its proprietary technology, comScore measures across a broad spectrum of behavior and attitudes. comScore consultants apply the knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that endeavor to deliver superior ROI. comScore services are used by global firms such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestle, MBNA, Universal McCann, the United States Postal Service, Merck and Expedia.

For more information about comScore Networks, please visit: www.comscore.com.

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