Changes at Yahoo! are just around the corner.
A new categorization of types of Yahoo advertising traffic, thanks to a class action lawsuit, is on tap to start early next quarter.
With the release, Yahoo advertising customers will be able to choose between only getting Yahoo Search traffic or getting traffic from partners as well. Customers will be able to place premiums or, more likely, discounts on partner traffic.
While this is no different from what Google offers right now, the class action lawsuit Yahoo settled will require it to forbid parked domain names from showing up in its “premium” network.
How much this affects domain parking revenue depends on how Yahoo implements it. If it make the “premium” network only Yahoo search, and lumps everything else together in its partner network, then parking shouldn’t take too much of a hit. If it allows advertisers to adjust bids based on “premium” content sites versus parking sites, then it could be dramatic. Yahoo’s latest announcement about the changes, sent to advertisers this morning, hints at the former. That would be a good thing.
As I’ve said before, smart search advertisers know how to leverage domain parking to get a better ROI than paid search. But most of them throw the baby out with the bathwater.