Yahoo's De Castro Advocates for Personalized Content First, Ads Later

New COO outlines portal's vision at IAB event

Executive intrigue aside, most of the attention focused on Yahoo of late revolves around its advertising business rather than its content business. The Marissa Mayer regime seems intent on turning that attention the other way.

“A lot of the industry is focusing on personalizing ads. The ad is a subfactor. The main factor is content. If you don’t get the content right, you won’t get the ad right because you don’t have the audience [without content],” said Yahoo COO Henrique De Castro on Tuesday at the Interactive Advertising Bureau’s Annual Leadership Meeting in Phoenix, Ariz.

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