Top Menu

Yahoo Ads: Rearranging Deckchairs on the Titanic?

Before anybody could accuse us of having a large crush on Yahoo’s new CEO Marissa Mayer, we want to make one thing clear— doesn’t play any favorites but we call it the way we see it. While Yahoo has made a lot of progress in terms of getting its talent house in order and approximating a business strategy to get out of its stagnant hole, there are certain truths that still remain. Yahoo looks like less of an innovator and more of a reactor, in other words, it is just reacting to the changes of the industry and it’s not setting new standards nor setting the world on fire and it doesn’t seem to have this overall encompassing vision. Even Microsoft has a better vision than Yahoo.

You have to understand that this is not surprising at all because the big contribution Yahoo brought to the table was that it was supposed to be a portal, in other words, it has always been a traffic play. It was a pure internet play in a sense that it was a better buy than AOL back in the dot com 1.0 days but that’s not saying much. We are living in the dot com 5.0 and fast evolving to dot com 10.0— that’s how fast the tech landscape is moving.

Yahoo is not Facebook. Facebook, despite all its blemishes, actually has a very engaging and intriguing world view. Its view is that it is a platform that it was supposed to form the glue of all websites that will give them social interaction. That’s a powerful and compelling vision. Yahoo is more of a destination that pulls all these traffic together.

What Marissa Mayer brings to the table is that personalization is a form of content. While that is something to applaud and it is a step in the right direction, Yahoo is still in danger of basically rearranging deckchairs on the Titanic while the ship sinks. Instead of focusing on minor changes, Yahoo definitely needs to get its act together and come up with an all encompassing vision that will make it compelling not just in the next five years but in the next twenty years.