YPN does away with PSAs

Posted: October 21, 2005

Jen is doing her usual great job of keeping up with new the YPN (Yahoo Publishing Network) features.

YPN has never had the ability to publish a backup ad if a PSA (public service ad) appeared. Now, YPN is showing RON (run of network) ads instead.

In my advertising experience, often RON ads aren’t great ROI, and because we allow another publisher to put them wherever we want, we paid very little CPM on these types of ads.

I don’t know where these RON ads are being bought on the Yahoo network (i.e. PPC, exclusive deals, etc), but it’s something for advertisers to look into for some general branding, network targeting, and special offers with wide range appeal.

Full story here.