Yahoo 2009 Annual Report Download - page 15

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Please find page 15 of the 2009 Yahoo annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

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ADVERTISER AND PUBLISHER OFFERINGS AND SERVICES
We seek to provide the most efficient and effective marketing services for advertisers and publishers. Advertisers
are increasing their use of online media as consumers shift their media consumption away from traditional
television and print media towards the Internet. We offer Internet marketing solutions that enable users to interact
with our advertisers’ brands and also provide valuable insights to our advertisers and publishers about their
customer base. We offer a suite of targeted marketing services for our advertisers and publishers, which includes
brand building to increase consumer awareness, direct marketing, lead generation, and commerce services. We
offer publishers the opportunity to integrate our advertising offerings into their Websites and other online
offerings. Our offerings enable advertisers to display their advertisements in different formats and in different
locations on Yahoo! Properties and such Affiliate sites and to optimize their performance against their marketing
objectives.
In addition, we offer a broad range of tools for online display advertising, including rich media, video, and
targeting. Our knowledge of our audience enables advertisers to reach their desired communities by placing
contextually relevant advertising on both our Owned and Operated and our Affiliates sites.
We generate revenues by providing marketing services to advertisers across a majority of Yahoo! Properties and
Affiliate sites. The majority of our marketing services revenue is from sales of search and display advertising.
DEVELOPERS AND PLATFORM OFFERINGS
We provide several software and platform offerings for third-party developers, advertisers, and publishers. Our
top priority is to enable innovation in the user experience on Yahoo!. Our goal is to continue to create more
personally relevant Web experiences for consumers and to make Yahoo! an even more valuable asset to
advertisers. We believe open platforms accelerate this goal by attracting and enabling third-party developers/
partners to build and incorporate new products and innovations that users want into our product experiences. We
are committed to providing the developer community with products that solve their problems and enhance the
development experience, positioning Yahoo! as a leader in the technical evolution of the Web.
Our offerings to developers and platforms for advertisers and publishers include:
Yahoo! Developer Network (“Y!DN”) is the central source for developers, independent software vendors,
partners, and advertisers to find resources and technical support for leveraging Yahoo! platforms, APIs, and
development tools.
Yahoo! Open Strategy (“Y!OS”) platform is an initiative designed both to make the Yahoo! experience both
more social for our users and to open Yahoo! to innovation by third-party developers and publishers. By allowing
third-party developers, publishers, and advertisers to develop applications that integrate with Yahoo! products
and leverage Yahoo!’s data we are enabling experimentation and innovation in the user experience on both
Yahoo! and the Web.
Yahoo! Application Platform (“Y!AP”) is an application platform that third-party developers, including
publishers and advertisers, can use to create innovative applications and consumer experiences that will function
across the Yahoo! network and beyond.
Yahoo! Updates allows developers and publishers to syndicate user-generated actions from Yahoo! on their
website and vice versa, integrating social data and actions into new applications and services.
Yahoo! Query Language (“YQL”) is a simple language that enables developers to query, filter, and join data
across different Web services. Traditionally, developers must locate the correct URLs and documentation for
every Web service needed by an application, which is time consuming and complex. With YQL, developers can
access and shape data across the Internet with one simple syntax, eliminating the need to learn how to call
different APIs and making it possible for applications to run faster with fewer lines of code and a smaller
network footprint.
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