Yahoo Got Brands to Buy More Ads at Higher Prices Than a Year Ago
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Yahoo has been trying to draw a line in the sand between what its business has historically been and what it needs to be for advertisers to keep giving the company their money.
That line separates the old money Yahoo makes from desktop search ads and standard banners and the new money it’s starting to make from mobile, video, native and Tumblr ads, which the company kinda-confusingly groups into one revenue category called MaVeNS. And slowly but surely more of Yahoo’s business appears to be crossing that line, indicating that CEO Marissa Mayer’s turnaround strategy may be working.
The second quarter of 2015 marked the first time since Ms. Mayer took over as Yahoo CEO in July 2012 that the company was able to get brands to buy more search and display ads and, on average, pay more for both of those ad formats than they did a year ago.
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