Articles of the Day

Yahoo-Google: Both Sides Win, But Google Wins More — Yahoo’s ad deal with Google should help it monetize certain queries better, but analysts have wondered whether Yahoo risks hollowing out its own ad business, as buyers view Google as a one-stop shop. Yahoo has been quick to dismiss the notion that the deal makes it irrelevant, and of course, Google will only have access to limited inventory. Along with the company’s latest 10-Q, the company put out a heavily redacted copy of its agreement with Google. The one notable detail in there is that Google’s Adsense For Content may appear on third-party Yahoo affiliates, not just search results. It’s a logical extension: Just as Yahoo does a poor job of monetizing “long tail” search queries (due to its lack of scale), it can also use help on long tail content. Jefferies analyst Youseff Squali thinks this presents a new risk for Yahoo: “Despite the quid pro quo nature of the deal, we believe Google will benefit disproportionately from this deal over time given the enticing opportunity to take a peek under the hood at Yahoo!’s non-search business, and the possibility to leverage those insights to improve its growing display business. If Google is able to provide better yield at the tail-end, Yahoo! could face increased risk of affiliates migrating to Google overtime.”

Google Launches Campaign To Free White Spaces — Google is trying to rally grassroots support for its plan to use broadband spectrum “white spaces” to provide high-speed wireless Internet access to consumers. “White spaces” refer to unused frequencies in the radio waves portion of the electromagnetic spectrum. The move has been widely opposed by broadcasters and several lawmakers, who fear the plan would interfere with existing signals. On Monday, Google unveiled a public advocacy campaign to release the white spaces, which includes a Web site,, where users can learn about the issues and get involved. The idea is to rally grassroots support to put pressure on the Federal Communications Commission and members of Congress to release the spectrum for commercial use.

Reliance (Still) Scouting For Mobile Content Acquisitions In U.S.; How About Yahoo? — Reliance ADA, the scary-big Indian telecom/media/energy giant which is already making strides in Hollywood through its Dreamworks deal, has been looking for mobile content deals in U.S. for some time now, and WSJ helps with the scouting with a longish story on its ambitions. It is looking at mobile game publishers and other kinds of mobile entertainment firms, with the intent to “exploit its expertise in telecom and get exposure to a segment of the cellphone industry that promises high growth, the story says. NO specific deals have been lined up yet, though one could expect companies like Glu Mobile, Digital Chocolate (has been on the block for a long time now), and Hands-On Mobile (which has been disposing of international units to focus on U.S.) as targets. The deals are being explored Jump Games, Reliance’s mobile gaming unit. Besides these middlemen-type deals, the company is also looking to license content directly from major brands, which it can then distribute through its huge base in India, the reasoning goes. Will its experience be any better than the doomed Japanese and Korean mobile content forays into U.S. market starting five years ago? Index, For-Side and Cybird tried, and bought a slew of companies, only to end up selling them off or closing them a few years later. Reasons then were lack of common language and work culture, complexities of working with the walled-garden operators then, and the lack of consumer adoption with slower networks. Now, some of those issues have gone away.

Hulu Reaches 100 Million Streams, 3.2 Million Uniques; Now, Time To Advertise — After only five months since going live, Hulu has reached 105 million streams in July, according to numbers released by Nielsen’s VideoCensus. The NBC Universal-News Corp. joint venture’s streaming numbers were fairly strong early on. In April, Nielsen reported that it had 63 million. Still, Nielsen is a little wary of offering any historical comparisons, since VideoCensus is barely more than a year old. A rep for the audience measurement company noted that VideoCensus continues to undergo upgrades, practically on a monthly basis. The warning: “Some changes from month-to-month might be the result of definitional changes rather than organic, and we are erring on the conservative side in our public use of the data.” That said, for those keeping score, VideoCensus also said that Hulu also attracted 3.2 million unique viewers last month. Adweek: So now that the video site has achieved a level of traction with its 250 TV shows and 100 movies, it seems like a good time for Hulu to advertise its offerings. Hoping to draw more viewers and brands to support it, Hulu has tapped Crispin Porter + Bogusky, the Miami-based creative shop behind campaigns like Burger King’s Subservient Chicken. Hulu is said to be serious about spreading the word, planning a full campaign beyond just digital and its parents’ TV properties to include other outlets and traditional media. The campaign is estimated to be worth around $50 million of paid and unpaid ad time.

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