Yahoo to Advertisers: We Can Create Ads & Edit Keywords Without Asking First

Last night, Yahoo (YHOO) emailed their search advertisers about new terms and conditions, including a controversial provision that they are allowed to create ads, remove or add keywords to campaigns and “optimize” accounts–which could allow for bid changes. All of this can be done without seeking the advertiser’s permission beforehand. Though the provision is at least six months old, it finally got noticed due to the recent email–and is attracting some outcry.

Here is the snippet in the terms and conditions that states this:

Sponsored Search 3. OPTIMIZATION. In the U.S. only, for those advertisers not bound by an Insertion Order, we may help you optimize your account(s). Accordingly, you expressly agree that we may also: (i) create ads, (ii) add and/or remove keywords, and/or (iii) optimize your account(s). We will notify you via email of such changes made to your account(s), and can also include a spreadsheet of such changes upon your written request.”

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