Yahoo Brings Its Native, Video and Search Ads to Others' Mobile Apps
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Yahoo hasn’t had much luck growing its advertising revenue since Marissa Mayer took over as CEO. To boost its prospects, the portal is looking to non-Yahoo apps for revenue.
Yahoo is starting to sell search, video and so-called “native” ads within third-party mobile apps, the company announced on Thursday during its mobile developer conference in San Francisco. In short Yahoo has opened up a mobile in-app ad network seven months after acquiring mobile app ad-and-analytics firm Flurry.
Since taking over as Yahoo’s CEO in July 2012, Ms. Mayer has prioritized converting the aging portal into a mobile company in order to catch up to rivals like Google, Facebook and Twitter. Yahoo has rolled out several mobile apps for its properties, introduced mobile-friendly ad formats, started automating the sale of its mobile search and native ads and pitched developers on ads to promote their apps. As a result of that work, Yahoo made $768 million in mobile revenue last year.
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