Yahoo Reboots Ad Business in Attempt to Own Ad Tech

Mayer 's CES keynote unveils unified ad suite, Web buying platform

It’s getting harder to accuse Yahoo CEO Marissa Mayer of not caring much for the ad business.

In fact, Yahoo wants to place itself at the center of the online ad ecosystem—the same monster ambition held by Google, AOL and half a dozen other digital titans.

During a keynote at the Consumer Electronics Show, Mayer announced a slew of big changes to Yahoo’s ad business, including the launch of a new unifying brand—Yahoo Advertising—as well as a buying platform—Yahoo Ad Manager—which aims to serve as a central suite of tools for online advertisers to manage all of their buys, not just those that include Yahoo inventory.

In other words, much like AOL’s message at its recent Programmatic Upfront, Yahoo is saying to the ad world: Online advertising is too complicated.

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