Early Panama Results: Small Yahoo Upticks (relative to Google)

We’re now about 60 days and many millions of ad spend into our Panama migration, so we thought we’d take a step back and look at share data (Yahoo vs. Google) over the last few months.

We’ve been recently seeing a small uptick in Yahoo click quality and Yahoo click share relative to Google. Small effects, true, and not enough to staunch the tremendous share loss Y experienced to G over 2006, but upticks nonetheless.

Here’s the full post on this, with some graphs:

http://www.rimmkaufman.com/rkgblog/2007/02/05/panama-60-days/

Anyone else have data or observations on their early Panama experience?

Alan

Update:

Blogging too quickly yesterday, I mistakenly attributed this to Yahoo’s new quality score ad ranking — which of course, couldn’t be involved in these data, as those changes rolled in early Feb. Boof! So what could explain this trend? Hunkering down with our senior engineers (which I should have done yesterday before tossing off a fast blog post), they suggest Y might have favored Panama advertisers vs. DTC-XML advertisers during these transition months, which might have favored larger advertisers (as larger accounts tended to migrate earlier), which in turn might have helped out our clients (who tend to be larger advertisers)… theories, theories, theories.  Time will tell.
Will be interesting to see how these trends evolve over Feb and March. Stay tuned.