Yahoo Inc. is tapping into newly acquired data and marketing vehicles to drive revenue growth globally, a company official said.
The Internet giant’s focus is on Mavens, namely mobile, video, native and social, said Lisa Utzschneider, chief revenue officer at Yahoo.
Yahoo had earlier completed a slew of acquisitions that included data analytics and advertising platform Flurry and video-ad platform BrightRoll.
It also closed a deal to take over fashion and online shopping platform PolyVore for US$230 million.
Yahoo’s sales of native advertisements under the Mavens strategy jumped 5.27 fold over the past 12 months, the Hong Kong Economic Journal cited Rico Chan, vice president and general manager at Yahoo Hong Kong, as saying.
Meanwhile, banner ads on mobile devices were 1.18 times the year-ago level, the official said.
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