Yahoo has said they have improved the relevancy of their ads in the content network, or as you know it - the Yahoo Publisher Network.
In short, not only does Yahoo look at the content on the page, but also tailors the ad to the specific user viewing the page. I'll quote Yahoo on this:
The new technology not only attempts to understand what the content is on a page, but also, who is viewing it, which helps you get your ad in front of the right customer. Content Match now combines a better understanding of web page and ad content with insights from users’ geographic and behavioral profiles.
This leads to a higher click through rate and hopefully more conversions for advertisers participating in the content network.
Yahoo ends off with this reminder, when using content match:
- Create Content Match-only campaigns to manage bids and budgets separately from Sponsored Search.
- See how much you can afford. If you add a Content Match campaign, you may need to adjust your spending limits accordingly.
- Write specific ads and have targeted keywords for your Content Match ads, so that the ads appear only in the type of content where you want them.