Yahoo introduced a fresh suite of advertising platforms at the Consumer Electronics Show in Las Vegas as it seeks to turn around its revenues in digital advertising, the Financial Times reported. The new products which included an improved platform for smart TV and digital magazines were unveiled by Yahoo Chief Executive Officer Marissa Mayer.
Mayer said Yahoo has been working hard to re-image its core businesses in search, communications, media and video. Three new advertising products were introduced by the Internet firm which are aimed to target particular users more effectively and provide marketers improved control to all properties of Yahoo.
Yahoo Senior Vice President for Advertising Technology Scott Burke said there were too many players in the digital advertising market. Yahoo could give a single solution to the problem faced by 800 million users. He said, "Yahoo is focused on cleaning up this complexity and providing clarity."
Research company E-Marketer said Facebook toppled Yahoo in the Number 2 spot as the second biggest digital advertising seller for the first time last year. Google still held the top spot. Yahoo's share in the US digital advertising market went down to 5.9% last year from 6.8% in 2012, the report said.
Forrester Research Analyst David Cooperstein said that although Google was finally discussing the right things, it still lagged behind its competitors like Google. He told FT, "They have to not just catch up but prove a differentiator from an advertising perspective, delivering on the results that marketers are getting savvy about."
The digital magazines that Yahoo introduced will be media sites that are loaded with images from subjects that range from technology to food. Instead of banner adverts, the sites will rely on sponsored content. The new version of Yahoo Smart TV will give personalized recommendations from live TV to online streaming, the report said.
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