Sue Decker: Google Has Peaked, Yahoo ‘Renaissance’ Web’s Future
By DONNA BOGATIN • Jun 4th, 2008 • Category: BIG PICTUREWhat monetization engine does the Internet really run on? NOT search, according to Yahoo President Sue Decker, despite GOOG’s trouncing of YHOO and Panama unable to catch up with Mountain View!
While Chief Yahoo Jerry Yang is raked over the coals for “holding out” against a lucrative Microsoft deal, Decker is on a road show hailing Yahoo! for the shareholder value that she believes will soon be “ignited” in Sunnyvale.
The Web’s destiny is apparently the same as Yahoo’s, in the eyes of chameleon Yahoo. There will be a “transformation of display advertising,” Decker asserted over and over today in her opening keynote of the Advertising 2.0 conference in New York City.
While “search” has enabled an “open and transparent buying mechanism,” over the past five years, the future is in display, Decker hailed:
Display is growing faster,
Display gets 60% of the industry dollars,
Display is creative.
Ironically, the Yahoo President is banking on a “renaissance” in the original advertising vehicle of the Web–display advertising–to somehow trigger a renaissance for Yahoo, the Web’s original “organizer” of the Web’s information.
The “time is now,” Decker affirmed, in the latest of Yahoo’s never ending old college tries at leveraging “the largest, most engaged audience on the Internet,” to Wall Street’s satisfaction.
Decker acknowledged–implicitly and explicitly–that the Panama copycat of Google’s money printing search ad acuction machine has not panned out as the Google leveler it was hyped to be: Yahoo has only narrowed the “monetization gap” by 30%.
Yahoo’s Overture created the paid search model, but Google pulled that rug out from under founder Jerry Yang on the cheap. Yahoo also created the portal display-supported model, but Google hopes to deprive Yahoo’s Yang of that “honor” as well, to the tune of a $3.1 billion DoubleClick assault.
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DONNA BOGATIN is the Founder & CEO of STARTUP ALPHA
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