Yahoo Prepares New Web Ad Push
Digital media company Yahoo Inc. is launching a new content and advertising network later this year as it looks to increase overall revenue, people familiar with the matter said.
As part of the launch, Yahoo executives are trying to convince entertainment websites and popular blogs to install Yahoo software on their pages that would deliver articles and videos to visitors tailored to their personal interests, these people said.
By using such “content personalization,” the Sunnyvale, Calif., company hopes to increase the time visitors spend on those sites, these people said. The software will be a vehicle for Yahoo to try to sell more of its priciest brand advertising and share the revenue with the sites, these people said. Ad networks typically take roughly half the revenue, industry experts say.
