Yahoo buys stake in Tyroo in a bid to expand ad network
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Yahoo search marketing was launched in india in september 2006. This was the first attempt into contextual ads by Yahoo in India. Though i must say after giving Yahoo search marketing a test drive last year i felt the Internet giant was way behind Google’s adwords when it came to search marketing technology and usability aspects of setting up a good search marketing platform.
So now Yahoo has gone ahead and acquired Tyroo an adnetwork owned by Smile interactive which claims to have over 1200 publishers including some big publishers like makemytrip.com, indiatimes, moneycontrol and others.
MD of Yahoo India George Zacharias, Managing Director – Yahoo! India, said, “We are happy to partner with Tyroo as it gears towards gaining significant market share in the Indian online advertising industry. Through this investment, Yahoo! will act as a catalyst for the entire ad-network industry in India which is still in a nascent stage. It will also signify our increasing focus in Indian online advertising networks.”
This looks like a move by yahoo to build strength in the ad network space in india given the stronghold that google has over most publishers. Also this could be a move to give alternative monetization solution to those publishers (bloggers) who are currently using google adsense and may not be happy with the ad revenue.
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