By Maria Loreto | Media Planner
Marissa Mayer’s choices have been under the microscope ever since she left Google to head its major rival, Yahoo. Despite criticism over some of Mayer’s major decisions concerning Yahoo’s operations, I find her strategic moves both smart and interesting. She appears to be repositioning Yahoo as an online media buyer’s dream – a company that places a greater focus on ad-tech investment and development while still delivering a huge number of quality impressions, something that has always been a core strength at Yahoo.
Mayer initiated her grand plan to change the tech behemoth’s image as a slow, out-of-date Internet giant when she lead the company’s partnership with arch-rival Google (her former employer) for display advertising.
But she took the change-now, change-big plan one step further last month with the surprise announcement of Yahoo’s acquisition of Tumblr. By acquiring the most influential microblogging site in the United States (Tumblr hosts more than 112 million blogs and almost 60 billion posts per month), Mayer laid down the future of Yahoo. It’s a future built around smart online advertising opportunities and digital content.
So what does the acquisition mean for Yahoo? (more…)