Yahoo has been busying itself with trying to attract more advertising dollars. To recap, the Web giant is revamping its search advertising system, (codenamed "Project Panama"), last week it entered
into a display advertising partnership with eBay, yesterday it unveiled changes to Yahoo Video, and now the Web portal is said to be eyeing social networking. Yet despite these changes, which
certainly seem to be for the better, Yahoo's share price is down 19 percent this year.
The Wall Street Journal takes a look at different investment firms' bull and bear perspectives for the
Web giant's stock price. Piper Jaffray says the 13 billion page views per month the eBay alliance adds to Yahoo's total results in a 30 percent overall increase for the company. Deutsche Bank
believes the partnership could bring in an additional 5.2 billion Web searches per month, which would lead to an extra $43 million in quarterly revenue. Meanwhile, Project Panama would offer
advertisers better bidding, forecasting and targeting tools, Merrill Lynch said, and tools like del.icio.us and Flickr should also help it compete in the social networking sphere. The bears say
Yahoo is too far behind Google to ever catch up, and the eBay deal will bring enhanced market share but little growth beyond that. Abroad, where the growth opportunities are more compelling, Yahoo
continues to lose ground in search to Google and MSN, and its overall ad growth has slowed in comparison to its competitors.
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