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Mayer moves Yahoo further away from search with new content push

Caitlin McGarry | Jan. 9, 2014
Mayer made a slew of announcements about new Yahoo products tied those core areas.

Pogue posed Yahoo Tech as a tech site for "normal people" who don't live in San Francisco or New York, hoping to garner mainstream users who don't follow tech blogs (or Yahoo's struggles to stay hip).

All about ads
Yahoo's digital magazines, like the rest of its products, are free, but that's OK: Yahoo has a whole new advertising plan. The magazines will incorporate native ads, the company has a new ad manager and ad exchange for businesses, and ads on Tumblr are about to get more sophisticated.

Tumblr CEO David Karp joined Mayer to talk about how Yahoo's ad tech will power the micro-blogging site's ads, and boasted about the reach of sponsored posts on Tumblr (which are re-blogged an average of 10,000 times). What does that mean for users? You guessed it: highly targeted ads, and a lot more of them.

Yahoo says search is still a core part of its business, and Mayer kicked off her keynote announcing the acquisition of Aviate, which will use your phone's location and your daily routine to surface the apps you use most.

"We believe home screens should be smarter and more personalized," Mayer said. "Imagine that your phone could deliver the right experience to you at the right time instead of you having to search for it." A good example would be a fitness app that pops up when you're at the gym.

That's not exactly active search. But let's be honest: The company under Mayer is well on its way to becoming a content and advertising company. Ads have always key to Yahoo's business, but if the company can marry advertising and original content in a way that doesn't anger readers, it could become more than just the site you glance at for stocks and sports before making your way to other parts of the Internet.

 

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