Dive Brief:
- Yahoo's Marisa Mayer outlined new plans for revenue growth, which CFO Ken Goldman says include increasing ads on non-Yahoo properties mostly through its ad exchange.
- For the first time since 2012, Yahoo came the closest to reporting an overall revenue growth.
- Also for the first time since 2012, Yahoo reported a growth in search revenue with a 5% increase year over year.
Dive Insight:
According to Yahoo's quarterly report, the company is doing well at selling more ads, but the cost per ad is down. Either the firm will have to continue to sell more volume — which may be the plan behind selling more off-network ads — or find a way to sell more premium ad options. Mayer has stated in the past that mobile is a focus, but Yahoo has yet to break into that market with any force. Mobile could present a big opportunity for the firm in terms of future revenue growth.
