Can Yahoo! Reclaim Its Brand Mojo?
NEW YORK There was a time, before Facebook or MySpace existed and Google was little more than a search engine, when Yahoo! was synonymous with brand advertising online. Its most visible champion in the late-’90s and earlier this decade was sales chief Wenda Harris Millard, a fixture on Madison Avenue.
Yet, Yahoo!’s failure to compete effectively in the burgeoning search marketplace led the company to change direction and de-emphasize its branding heritage.
The Web giant invested heavily in building a search-ad platform, spending more than $1 billion on acquisitions like remnant ad network BlueLithium and exchange provider Right Media.
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