FTC invites comment for changes to online ad rules
The FTC has invited public comment on ways in which eleven-year old advertising guidelines can be better translated to the Internet. Specifically, FOC staff are updating the “Dot Com Disclosures: Information About Online Advertising” rules. The FTC believes that during that eleven-year period, online advertising has evolved including the emergence of what it refers to as the “App economy”, “pop-up” ads and the emergence of advertising through social networking. These developments, it argues, warrant a review of the current guidelines.
Revised Google-Yahoo deal
Google and Yahoo have backed down off their previous alliance proposal in order to clear potential issues from the Dept of Justice Department and other companies such as Microsoft. Amidst growing executive uncertainty at Yahoo, the new report indicates that a revised version of the companies' original search agreement was submitted over the weekend to avoid a potential lawsuit by regulators. The Wall Street Journal report says that the revised agreement limits the amount of revenue Yahoo! can earn from the deal and also shortens the term of agreement substantially.
Yahoo goes Google Adsense
Building on its text-advertising dominance, Google on Thursday said that it has reached an agreement to allow Yahoo to serve Google's Adsense search and contextual advertising as well as allow enable users on Gchat and Yahoo! Messenger to communicate without between the networks. Under the predicted non-exclusive 10-year agreement, Yahoo! has the option to display Google ads alongside its own natural search results in the U.S. and Canada and Yahoo! can serve contextually targeted ads on its U.S. and Canadian web properties as well as on its current publisher partner sites. Yahoo, however, is free to enter into similar agreements with other advertising providers and use Google's advertising on as many or as few of its search results and content pages as it chooses.