the difference between google and yahoo
Monday, August 17th, 2009
i subscribe to a usability mailing list from gerry mcgovern called “new thinking” which tends to have a lot of great insights into user-centric web design and management. the article i read today had a line which i’ve heard variations of before:
THE REAL DIFFERENCE BETWEEN GOOGLE AND YAHOO
Yahoo’s customer is the advertiser. Google’s customer is you and
me. That’s why Google has been more successful.
gerry defends this position by saying that google’s advertising model focuses on relevance and usefulness, as opposed to yahoo’s approach, which he describes as focusing on “increasing page views and ad placements”.
i don’t think i agree with this. make no mistake about it, you and i are no more google’s customer than we are yahoo’s. google’s customers are, and always have been, the advertiser. it just happens that google offers a better product to their advertisers – by delivering focused, relevant, and targeted ads to the end-user, they are delivering a consumer who is more likely to act upon that advertisement. they are making that ad more likely to be worth the money that was paid for it.
google’s approach has a side-effect of making advertising more useful (as “useful” as advertising can be) to the end-user, to “you and me”. it’s not out of the goodness of their hearts though, it’s just a smart way of delivering a good product (you and me) to their customers (the advertisers).
i subscribe to a usability mailing list from gerry mcgovern called “new thinking” which tends to have a lot of great insights into user-centric web design and management. the article i read today had a line which i’ve heard variations of before:
THE REAL DIFFERENCE BETWEEN GOOGLE AND YAHOO
Yahoo’s customer is the advertiser. Google’s customer is you and
me. That’s why Google has been more successful.
gerry defends this position by saying that google’s advertising model focuses on relevance and usefulness, as opposed to yahoo’s approach, which he describes as focusing on “increasing page views and ad placements”.
i don’t think i agree with this. make no mistake about it, you and i are no more google’s customer than we are yahoo’s. google’s customers are, and always have been, the advertiser. it just happens that google offers a better product to their advertisers – by delivering focused, relevant, and targeted ads to the end-user, they are delivering a consumer who is more likely to act upon that advertisement. they are making that ad more likely to be worth the money that was paid for it.
google’s approach has a side-effect of making advertising more useful (as “useful” as advertising can be) to the end-user, to “you and me”. it’s not out of the goodness of their hearts though, it’s just a smart way of delivering a good product (you and me) to their customers (the advertisers).

