Two out of two Search Engine Watch Forum members report Poor results from Content match. Yahoo! Search Marketing offers a service named Content Match which enables Sponsored Search advertisers to have an ad shown on a publisher's site contextually. This is much like Google AdSense, but up until last week, only selected publishers were allowed to serve up contextual ads. Now that Yahoo! Publisher Network is available, anyone with an approved YPN account can server up an ad like the one below.
That being said, based on some of the comments in the SEW thread, it may worry the Yahoo Search Marketing customers about high quality ad impressions. One SEW member reported; "20 pct of my impressions were with content match but less than 1 pct of my clicks came from the content match and none of my conversions came from content match." An other member said; "We have had horrible results using Yahoo/overture's content match."
Forum discussion at Search Engine Watch Forums.