Yahoo’s Got Big Holes to Fill in Its New Advertising Platform
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Marissa Mayer’s star-studded keynote at the Consumer Electronics Show made it clear that Yahoo is now, more than ever, committed to being a media company. Along with digital food and tech magazines, a news digest and video interviews with Katie Couric, Mayer announced the launch of Yahoo Advertising, designed to be an all-in-one platform that promises to make it easier for brands and advertisers to use Yahoo’s data to target the right audience.
The future of advertising does lie in harnessing data from multiple sources, but Yahoo’s effort to streamline its offerings isn’t the jolt of innovation the company needs. It will make buying easier, but audiences still will be targeted based on their previous web and advertising behaviors, such as click path, advertising clicks and Yahoo’s own data from properties like Flickr and Tumblr. This first-party data are good (much more useful than third- or second-party data), but Yahoo’s competitors have access to their own first-party data, too.
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