Yahoo! Confidential Bill Michels GM & Sr. Director Open Search Platform [email_address]

Reality of Search Huge Barriers of Entry Yahoo! Confidential Three players dominate the market, giving users limited choice Becoming a serious Search principal requires a massive capital investment and access to top technical talent Approximately $300M in cap-ex commitment People, knowledge, experience Hardware, operations, and infrastructure Data, relevance and ranking models

Three players dominate the market, giving users limited choice

Becoming a serious Search principal requires a massive capital investment and access to top technical talent

Approximately $300M in cap-ex commitment

People, knowledge, experience

Hardware, operations, and infrastructure

Data, relevance and ranking models

Fantastic Business Model Ripe for Innovation Yahoo! Confidential The economics of Search are the healthiest on the Internet, arguably in the history of software Growth continues: Google Search revenue will surpass Microsoft Windows revenue in early 2009 Monopoly-like margins: Search margins are greater than Windows margins – +75% Concentration of Wealth: By 2009, half of the world’s online advertising is expected to flow through Google’s systems At the same time Search is prime for innovation Social graphs and user insights can be leveraged to develop new relevance models Semantic technology can improve upon query intent and page information New presentation frameworks can revolutionize how material is surfaced Clustering algorithms can aggregate and display similar themes together Social tagging and bookmarking can be indicators of relevance

The economics of Search are the healthiest on the Internet, arguably in the history of software

Growth continues: Google Search revenue will surpass Microsoft Windows revenue in early 2009

Monopoly-like margins: Search margins are greater than Windows margins – +75%

Concentration of Wealth: By 2009, half of the world’s online advertising is expected to flow through Google’s systems

At the same time Search is prime for innovation

Social graphs and user insights can be leveraged to develop new relevance models

Semantic technology can improve upon query intent and page information

New presentation frameworks can revolutionize how material is surfaced

Clustering algorithms can aggregate and display similar themes together

Social tagging and bookmarking can be indicators of relevance

The Yahoo! BOSS Offerings uge API A self-service, web services model to access Yahoo’s various search indexes: University of Illinois Urbana Champaign Carnegie Mellon University Stanford Purdue University Vertical Lens Highly customized and tuned vertical & niche search engines: Academic Working with the following universities to allow for wide-scale research in the search field: Yahoo! Confidential Web Search (w/ Index data) Image Search News Search Spelling Site Explorer Indexing of 3 rd party structured data White list of URLs – up millions Blending of structured data and Web data (Currently not self-serve)

University of Illinois Urbana Champaign

Carnegie Mellon University

Stanford

Purdue University

Academic

Working with the following universities to allow for wide-scale research in the search field:

Web Search (w/ Index data)

Image Search

News Search

Spelling

Site Explorer

Indexing of 3 rd party structured data

White list of URLs – up millions

Blending of structured data and Web data

BOSS API Terms that allow users to: Re-rank results Blend results/content sources Use any monetization platform Access unlimited queries Present results in any way Brand their products in any way Features/Data: Web/Image/News/Spelling Key Terms (from Search Assist) SearchMonkey Structured Data Expanded Abstracts Page data from Search Exp. 40+ lang/region pairs Porn/Adult filtering Mashup Framework Yahoo! Confidential

Terms that allow users to:

Re-rank results

Blend results/content sources

Use any monetization platform

Access unlimited queries

Present results in any way

Brand their products in any way

Features/Data:

Web/Image/News/Spelling

Key Terms (from Search Assist)

SearchMonkey Structured Data

Expanded Abstracts

Page data from Search Exp.

40+ lang/region pairs

Porn/Adult filtering

Mashup Framework

Platform for intelligently building and blending three corpuses Partner structured data, white-list of URLs, and Web search index Structured data features Real time indexing of partner data Control of schema and refiners Protection and isolation of data Custom tuning of results White-list of URLs Partner defined portion of Web search index Ability to include top-level domains, individual URLs, wild cards URL count can be in millions INTERNET All crawled, ranked and presented in a single API Partner Related URLS Partner Structured Data Yahoo! Confidential BOSS Vertical Lens

Platform for intelligently building and blending three corpuses

Partner structured data, white-list of URLs, and Web search index

Structured data features

Real time indexing of partner data

Control of schema and refiners

Protection and isolation of data

Custom tuning of results

White-list of URLs

Partner defined portion of Web search index

Ability to include top-level domains, individual URLs, wild cards

URL count can be in millions

Yahoo! Confidential Sorting options Refiners Property # of comments - Author Native branding & presentation style Structured data Comments Author Date Shortcuts YSM Ads Vertical Lens Implementation

Refiners

Property

# of comments

- Author

Structured data

Comments

Author

Date

BOSS Economics BOSS is offered as a web services model Developers pay based on the volume of queries and type of query Query type are determined by the depth of results and index vertical Developers are free to use third party advertising products with BOSS Fees will be introduced in May In lieu of fees option for Yahoo Search ads with a revenue share Must meet certain volume requirements Self-serve version of coming Yahoo! Confidential Units cost $0.10 (per 1000 API calls)

BOSS is offered as a web services model

Developers pay based on the volume of queries and type of query

Query type are determined by the depth of results and index vertical

Developers are free to use third party advertising products with BOSS

Fees will be introduced in May

In lieu of fees option for Yahoo Search ads with a revenue share

Must meet certain volume requirements

Self-serve version of coming

What can be built with the BOSS API? New presentation models

What can be built with the BOSS API? Client / Browser integrations

What can be built with the BOSS API? New ranking models

What can be built with the BOSS API? Vertical/niche search products