Yahoo Will Focus on Automated Ad Buying, Unified Mobile Strategy, According to CEO Mayer
Yahoo’s new CEO Marissa Mayer participated in her first earnings call with the company on Monday. During her time on the call, Mayer gave a rundown of her take on where the company stands and what it needs to do. She noted four goals for Yahoo to “make the world’s daily habits inspiring and entertaining”: execute faster, return value to shareholders, attract the best talent and make Yahoo the best place to work. Mayer admitted that Yahoo’s search share is “challenged,” but said the company is committed to growing market share with Bing, not just trade it. She also admitted that Yahoo’s 76 mobile apps across platforms show the need for changing Yahoo’s mobile strategy. Mayer also talked about “audience-based buying” and noted the appetite advertisers have for it, and said Yahoo will continue to invest in technologies to facilitate automated ad buying. Regarding Yahoo’s home page, Mayer said the company will explore improving the personalization of the content and ads there. (Marketing Land, AdAge.com)
