Question-and-Answer Session
Operator
(Operator Instructions) Your first question comes from the line of Brian Pitz - Banc of America
Brian Pitz - Banc of America
Clearly the economy is weak but can you talk about some of the things you’re doing to improve monetization on the O&O network and then affiliate revenues accelerated from Q3 levels is this from overall economic environmental weakness or is it really more on the side of network clean up?
Susan Decker
On the O&O side the primary thing we’re doing is launching the new platform that we have talked to you about. That is at first rolling out to our newspaper consortium partners and has very significant benefits to publishers as the webs largest publisher; should have very significant benefits to us. So one of the major integration next steps as we move into 2009 is to move the Yahoo! inventory more fully on that and open that up and avail our sales force to some of those benefits.
Outside of that we’re out there talking to advertisers and we have feedback that we think we are getting consolidation of budgets with us on the brand side but that the overall brand budgets in general are running down as an easy to manage short-term expenses.
Blake Jorgensen
On the affiliate revenue the 10% decline from last year was principally due to the final quarter of the results relative to the Overture Japan transaction but in addition as you mentioned we are continuing to see quality improvements or movement away from low quality affiliates that impact the growth rate but we believe continue to improve the user experience.
Operator
Your next question comes from the line of Ross Sandler - RBC Capital Markets
Ross Sandler - RBC Capital Markets
If we look at the display revenue on a O&O non-GAAP basis can you give us a sense of the mix between premium and performance or non-guaranteed and then can you talk a bit about, you’ve said you’ve rolled out APT on the newspaper publisher partners, what kind of ECPM lift are you seeing once they’re plugged in?
Susan Decker
I think I said that the majority of our business is premium not performance although the performance piece has doubled from a small base but doubled in the last year so we are seeing very good growth on the performance side if you just, looking at the math we released about 3% global growth in O&O display and I mentioned the price and volume of the premium was flat to down slightly. The total revenue of performance was up strongly but you could probably do the math to work out roughly what that would be to get you to 3%.
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