Hasta La Creative!

Kiss Yahoo’s traditional display advertising business good-bye.

Yahoo’s revenue from display advertising has declined for five consecutive quarters. Making things worse, the company’s newish, so-called native Stream Ads appear to be cannibalizing sales of the more lucrative premium ads. But that’s kind of the point, to hear Yahoo’s head of the Americas Ned Brody tell it.

“I have a problem as a brand, which is everybody thinks they know Yahoo,” he said. “They think they know it because they used it in 1998. When you go and look at Yahoo.com/food, it doesn’t look a lot like 1998. When you see Stream Ads, it doesn’t look like 1998.”

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