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Yahoo was among the first to do behavioral targeting! When I read analyst's reactions like these I wonder how they're getting it wrong for industries I don't follow....

Anyway, you're right, Eric. Though there are definite platform capabilities the BL buy will enable for Yahoo (inventory management, publisher payments, etc.), this will extend Yahoo's inventory, and most likely load up the Right Media Exchange with guaranteed inventory outside of Yahoo proper. I think people are missing the more direct AOL competition with this one, too. See my story published yesterday in ClickZ News:

I think this coming year will be a really interesting one to watch when it comes to Yahoo. Will it settle into an official role as giant network, or continue to vacillate?

Thanks Kate. You are correct and I'm sorry I didn't link to your article. I'm behind on my feeds.


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  • Eric Is AdWords Qualified