I spoke to a Yahoo spokesperson late last night about Offers to get a better sense of the program. It seems like a bunch of execution decisions have yet to be made. But at least for now there doesn’t appear to be a coupon or deals destination contemplated.
So I was technically wrong in characterizing Yahoo as a deals aggregator. At least not yet.
There is an existing Yahoo Deals and some of the partner content from Groupon, LivingSocial, Gilt City, BloomSpot, BuyWithMe, etc., may appear there. But I didn’t get the sense that it would all be collected in one place. It sounded like Yahoo was going to sprinkle these deals throughout its sites and treat them like display ads: geotargeting, behavioral targeting them, showing them in Yahoo Mail.
Nothing was ruled out but it’s a bit curious to me that Yahoo isn’t creating a place where consumers can go to browse deals. Of course they can browse the existing Yahoo Deals but if it doesn’t house the full range of content announced yesterday Yahoo won’t be delivering full value to consumers in my view.
I would encourage Yahoo to create a full-fledged deals destination.