Verizon's $4.8 billion acquisition of Yahoo today shows just how much has changed in the Sunnyvale, Calif., company's more than 20-year history.
Yahoo's gone from being one of the world's biggest companies in online search to an internet company that's struggled in recent years to move beyond display advertising. Now, Verizon wants to build a digital advertising and media company that rivals Google—one of Yahoo's longest-standing competitors—as well as Facebook and others. According to Zenith Media, Alphabet, Google's holding company, controls 12 percent of all global media spend, meaning Verizon and AOL have their work cut out for them.
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