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search syndication
Search syndication is a type of contextual advertising which allows online search advertisers to buy keyword-targeted traffic outside of search engine results pages. This is considered to be an alternative to advertising on search engines, since 43% of all searches occur outside of the top search engines.
Although search syndication falls under the umbrella of contextual advertising, they are not synonymous because contextual advertising also includes display ads while search syndication focuses on text ads sold on a pay per click basis.
==Overture, Yahoo and Microsoft==
Search syndication was originated by Herman Tumurcuoglu at Montreal Meta Search Company Mamma.com in 1999. Beginning as a relatively unknown aspect of search engine marketing (SEM), Overture expanded the practice before it was acquired by Yahoo.com. In 2011, Microsoft formed an alliance with Yahoo to support SEM through its adCenter platform across its properties, however in the realm of search syndication, the two competed for direct deals with publishers. Forty percent of the alliance’s traffic (about five billion queries per month) comes from search syndication.〔 Industry analysts now estimate that Yahoo has the most syndication partners—between 1,200 and 1,500—that request ads through its XML feeds.
Yahoo’s 2011 fourth quarter revenue was $1.3 billion, a 13 percent decrease from 2010 Q4.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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