Re: Google AdSense vs. Yahoo! Publisher Network

From: Brad Waller <waller_at_epage.com>
Date: Tue 29 Nov 2005 17:59:11 -0600

Our use of their service on EPage.com over a very large sample size had very
similar results. I looked at 26 days of history with them comparing them on
the same pages, using our AdJungle.com service to manage and rotate the
banners. Results are very mixed and inconsistent, and I'm not sure which
reporting to believe. I allotted about 400K page views to this initial test.

I gave Google and Yahoo about equal slots in the rotation, but Google
reported twice as many impressions as Yahoo. Since this is a CPC model,
impressions don't really mean anything, but they are a measure. Over the
whole span, reported effective CPM is nearly identical (but that means half
the earnings from the same inventory), but that does not tell the whole
story.

Clicks and Earnings per Click are way different, with Yahoo reporting far
fewer clicks for similar effective CPM numbers. This means Google reported
more than 16 times the click-through rate than Yahoo, which put Yahoo's per
click payout almost 20 times more than Google. With their ads showing on the
same pages and performance being so different, I wonder if the ad quality is
bad or the reporting?

The second thing that makes me worry about the Yahoo data is that I can take
out four days and lose 70% of my earnings for the period. This would then
make the eCPM for Yahoo a third that of Google and make the EPC a more
reasonable 5x difference.

If I had to make a decision now, Google is the clear winner because earnings
are consistent. I would not want to bank of getting days like those four to
keep me going. My Google performance is on par with previous months, with a
small variance per day. Yahoo has a huge variability, and I don't know if I
can trust their reporting numbers.

Brad Waller | VP, Business and Affiliate Development
http://EPage.com/ | http://AdConnect.com | http://AdJungle.com
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Received on Tue Nov 29 2005 - 17:59:11 CST