My monthly column at Search Engine Land, in case you missed it. A few years ago, I wrote a blog post referring to the syndication networks as "Sin-dication". I'm trying to be nicer these days as a tribute to Alan. FACT: The quality of traffic coming from the engine itself is of significantly higher quality than the traffic coming from their syndicate networks. This has two important consequences:
- Bidding the same for traffic on the Google syndication networks as on Google.com leaves opportunity on the table.
- By not allowing advertisers to differentiate bids based on the quality of traffic driven by each network partner, Yahoo and Google lose money as do the advertisers.
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