An analyst at the firm said he checks the page once each day,
The sell-through rate doesn't necessarily mean that ad revenue
tied to the log-in page has plummeted, since it's possible, though
unlikely, that Yahoo has jacked up the price of those ad units.
Still, it must be disconcerting that one of Yahoo's top spots for
advertisers to reach the most users at one time did not generate ad
money more than half of the time in the first month and a half of
A Yahoo spokeswoman declined to comment on intraquarter
performance of its log-in page ads.
Yahoo started selling ads on the log-in page in June 2010,
adding another huge display unit to appeal to brand advertisers. At
the time, ComScore said the page attracted 26 million visitors a
day, making it one of the most-visited pages on the web.
In the third quarter, Yahoo's overall display revenue was flat
at $452 million vs. $449 million in the same period last year,
though display revenue in the Americas region registered modest
growth of 4%.