January 6, 2009
Yahoo alters relationship with PPC Advertisers
Yahoo! has made a bizarre alteration to the Terms and Conditions (TaC) of Yahoo Search Marketing campaigns which webmasters should be aware of. Earlier this week, Yahoo! announced it had altered TERM3 of the Sponsored Search and Content Match Program to read:
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. If you would like any of such changes reversed, please reply to such email within 14 days of the change(s), and we will make commercially reasonable efforts to reverse the change(s) you specifically identify. Notwithstanding the foregoing, you remain responsible for all changes made to your account(s), including all click charges incurred prior to any reversions being made. It is your responsibility to monitor your account(s) and to ensure that your account settings are consistent with your business objectives.This langauge gives Yahoo! the right to spend advertisers' monies and inform them after the fact. Yahoo! not only assumes the right to make such changes, they do so without having access to actual conversion (sales) data or the long-term business plans of the advertiser. WebmasterRadio.FM is following this story and will bring you updates as they happen.