Yahoo Revamps Structure to Focus on Audience, Ads, Technology
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By Michael Liedtke  Yahoo Inc. is tackling its most difficult challenge since the dot- com bust with sweeping organizational changes aimed at cleaning up a mess of the Internet icon's own making.
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Susan L. Decker, Yahooâs new president, is reorganizing the companyâs management ranks with a new division responsible for generating the bulk of the companyâs revenue.
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Yahoo Inc. is introducing a new  pricing feature for customers of its recently upgraded Web  search advertising system that allows them to pay for online  ads based on the quality of each site&#39;s audience.
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Yahooâs chief executive and co-founder plans to expand the  Internet stalwart to make it âa starting pointâ for consumers.
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By MICHAEL LIEDTKE  SAN FRANCISCO - Yahoo Inc.'s month-old upgrade to its advertising formula for making money from online search requests so far has done more to lift the Internet powerhouse's morale than its finances, the company's two top executives said Tuesday.
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Yahoo Inc   has been slow to react to sweeping changes in Web consumer  behavior and online advertising shifts, but it is picking up  its pace, its top executives said on Tuesday.
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(InfoWorld) - Yahoo Inc. has shaken up its top management ranks once again, as the struggling Internet giant continues tweaking its organizational structure to boost advertising sales, its main source of revenue. In the latest shift, Yahoo President Susan Decker announced in a memo to staff that the company's top sales executive is on his way out and that a new global sales organization has been created. Major management shakeups have become frequent at Yahoo in the past 10 months, as the company urgently tries to compete better, not only against archrival Google Inc. but also against nimble startups, and turn around its generally disappointing financial performance. Two months ago, co-founder Jerry Yang took over as CEO and chairman from Terry Semel, while Decker, former chief financial officer and head of Yahoo's advertiser and publisher group, became president, a drastic change driven by widespread investors' dissatisfaction with the company's direction. In particular, Semel took the fall for Yahoo's inability in recent years to profit as heavily as Google has from search engine-based pay-per-click advertising and for missed opportunities in hot markets like social networking and video sharing, where the company lacks strong services. A week after Semel's demotion to non-executive chairman,Â Yahoo combined its search and display advertising sales teams in the U.S. It was an attempt to extend the company's long-standing, core display advertising client relationships to the pay-per-click business, which generates about 40 percent of the industry's online advertising. Just seven months earlier, in December,Â Semel had rolled out a major reorganization, creating three main business units to focus on Yahoo's key customer segments: consumers, advertisers and publishers. At the time, Semel also announced that Dan Rosensweig, then chief operating officer, would leave the company. That reorganization was preceded by a widely publicized internal memo that was leaked to the media in November and came to be known as the Peanut Butter Manifesto. In the scathing memo, Brad Garlinghouse, Yahoo's senior vice president of communications and communities, called for a major reorganization, saying the company lacked "a focused, cohesive vision" that had made it "reactive" and eager to be "everything to everyone." Since theÂ uproar over the Peanut Butter Manifesto and the ensuing shakeups, Yahoo has seen quite a few changes in its upper management ranks. In addition to Semel's demotion and Rosensweig's departure, also gone are Wenda Harris Millard, who was chief sales officer, and Chief Technology Officer Farzad Nazem. In June, The New York Times reported that, in addition to these executives, at least 17 others at vice president level or higher had left Yahoo since the December reorganization. In the memo she penned on Wednesday, obtained by IDG News Service, Decker acknowledged that "there have been many changes at Yahoo over the last few months, and I know that change is not always easy." However, with the latest moves, she feels that the company now has "the right people in the right positions to focus on the right opportunities." Someone who will not be around much longer is Gregory Coleman, executive vice president of global sales, who, Decker announced, will exit the company in February. The new sales division, called Global Partner Solutions, will be led by Hilary Schneider and deal with all of the company's partners, including advertisers, agencies, resellers, publishers, ad networks and developers. "This new group will be charged with creating, delivering and coordinating global best practices for solutions to all of our partners," Decker wrote. "It will also have direct responsibility for our U.S. sales, marketing and business development efforts, including all ad formats, like search, display, video and mobile; all marketing activities; and all customers, including large enterprises and small businesses." "Global Partner Solutions will be responsible for segmenting the business needs of our partners into actionable groups, understanding the needs of these segments and our ability to meet these needs, developing holistic business strategies to delight and surprise these segments, and executing on these strategies," the memo reads. "This approach will help us achieve faster, smarter decision-making and improved execution in support of better serving our customers." Yahoo didn't immediately return calls seeking comment. Â
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By MICHAEL LIEDTKE   Associated Press writer  SAN FRANCISCO -- Yahoo Inc. is tackling its most difficult challenge since the dot-com bust with sweeping organizational changes aimed at cleaning up a mess of the Internet icon's own making.
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Yahoo upgraded its search advertising system yesterday, making a high-stakes technology change that lies at the heart of its efforts to catch up to Google in the race for online ad dollars.
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Yahoo is stepping up its online advertising program with the launch of SmartAds, a behavioral targeting ad campaign which display ads that are tailored for the customers who are more likely to buy the advertised products. Combining Yahoo&#8217;s demographic, geographic and behavioral targeting capabilities with a new patent pending creative ad assembly, Yahoo SmartAds will [...]
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Internet media company Yahoo Inc.  on Wednesday unveiled "Weekend Edition," specialized news aimed at Saturday and Sunday users of its finance section, as part of a continuing effort to woo  advertisers to spend more money on the Web.
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Yahoo! is turning to old school media to get noticed these days.
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Yahooâs huge user base could provide the audience and the infrastructure for Microsoft to change how it distributes its products and charges for them.
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A new design and a number of under-the-hood improvements move the site away from the niche blog market and into the wider world of online searching.
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InfoWorld - Yahoo&#160; has shaken up its top management ranks once again, as the struggling Internet giant continues tweaking its organizational structure to boost advertising sales, its main source of revenue.
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Yahoo&#39;s (Quote, Chart) public embrace of the RSS content syndication format took a major leap forward with the release of a revamped My Yahoo portal seeking to introduce the technology to mainstream consumers.
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By Michael Liedtke Associated Press  SAN FRANCISCO - Yahoo! Inc. is tackling its most difficult challenge since the dot-com bust with sweeping organizational changes aimed at cleaning up a mess of the Internet icon's own making.