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Yahoo Now Can Change Advertiser Search Marketing Campaigns

Yahoo Search Marketing has rolled out a new TOS which gives it the right to change the search marketing campaigns of its advertisers via changing their ads and adding keywords.

Sponsored Search 3. OPTIMIZATION. In the U.S. only, for those advertisers not bound by an Insertion Order, we may help you optimize your account(s). Accordingly, you expressly agree that we may also: (i) create ads, (ii) add and/or remove keywords, and/or (iii) optimize your account(s). We will notify you via email of such changes made to your account(s), and can also include a spreadsheet of such changes upon your written request.

Is Yahoo so hard up that the company now has to add keywords to the campaigns of their existing advertisers without the blessing of those advertisers? Is this an attempt to boost capital before a buyout by Microsoft? Something seems very wrong here.

[Hattip to SEW and Frank the Tank]

Screen Shot 2014 04 15 at 7.21.12 AM Yahoo Now Can Change Advertiser Search Marketing Campaigns
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing strategy & development agency.
Screen Shot 2014 04 15 at 7.21.12 AM Yahoo Now Can Change Advertiser Search Marketing Campaigns

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5 thoughts on “Yahoo Now Can Change Advertiser Search Marketing Campaigns

  1. We’ve caught Yahoo numerous times making adjustments to accounts before the new TOS… so I guess nothing has really changed besides covering their butt legally.

  2. Saw that yesterday when they sent me a notice to accept the new TOS.

    they are forcing acceptance of these conditions:

    “as your continued use of Yahoo! advertising products after January 20, 2009 constitutes acceptance of the modified Terms and Conditions and Program Terms. ”

    Al, over at the MarketingDon has a write up of what they did to his account.

  3. Wouldn’t it behoove Yahoo! to instead offer this as an opt-in feature:

    “Neophyte advertisers, let us help you to keep it simple; We’ll monitor and correct your ads & keywords for you”.

    Or perhaps this opens the door to liability suits…