INFORMATION WEEK -- Feb -- Yahoo's chief data officer Fayyad knows if you're about to buy a new car. "When you're on the Yahoo network you're telling a lot more about yourself and your intent...I can turn that into a very powerful ad-matching machine...in many cases, much more powerful than search." Yahoo; $5.26 billion in revenue last year, 47% more than 2004. Google; $6.1 billion in 2005, a 92% increase. Between November 2004 and November 2005, Yahoo went from handling 32% of Internet searches to 29.5%, according to comScore Media Metrix. Google's market capitalization stood at $106 billion earlier this month, more than double Yahoo's market cap of roughly $46 billion. Yahoo is more diversified than Google, with 12% of its revenue coming from user fees. Yahoo has more unique users and they spend 10 times as much time on Yahoo. "If I get 10% more usage from the average consumer, I have suddenly created 10% more inventory for my ads," Fayyad says. Yahoo accomplished something like that last year when it made an effort to improve user retention with Yahoo Mail.
Mark Brooks: Yahoo Personals, complete with premier profiling, is a goldmine for contextual advertising.