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Yahoo's Panama Loses Search Revenue Share

  • Adweek, Thursday, January 31, 2008 11:30 AM
The positive effect of Project Panama, Yahoo's year-old search advertising system, is on the decline, according to a new report from SearchIgnite and RBC Capital Markets. After exhibiting year-over-year growth in the third quarter of 2007, Yahoo's share of search revenue slipped by about 1 percent in the fourth quarter. Google, meanwhile, saw its share climb by one percent over the same period.

According to the SearchIgnite data, market share shifted very little among the top three search engines throughout the year, which is interesting considering that search spending increased by 27 percent from 2006. This was partly driven by a robust 72 percent increase in spending on retail search terms during the fourth quarter holiday season.

The SearchIgnite data runs contrary to other reports that online spending waned towards the end of the fourth quarter. "Fourth quarter was a great quarter," says SearchIgnite President Roger Barnette. "We didn't see any real drop-off." He said any slowdown in online holiday spending was probably due to an early Thanksgiving and more efficient shopping on the part of consumers.



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