Yahoo 2010 Annual Report Download - page 11

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We generate revenue by providing marketing services to advertisers across a majority of Yahoo! Properties and
Affiliate sites. Our marketing services include display advertising, search advertising, listing-based services, and
commerce-based transactions.
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 and
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 more
social for our users and to open Yahoo! to innovation by third-party developers, publishers, and advertisers. 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. For example, Y!AP powers our partnership with Zynga to bring social
gaming experiences into core Yahoo! experiences.
Yahoo! Updates allows developers and publishers to syndicate user-generated actions from Yahoo! on their
Websites and vice versa, integrating social data and actions into new applications and services. Yahoo! Updates
is available for commercial and non-commercial use by developers.
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.
Yahoo! Search BOSS is an open search Web services platform that enables developers, start-ups, and large
Internet companies to build Web-scale search products.
GLOBAL BUSINESS
We manage our business geographically. Through the first quarter of 2010, the primary areas of measurement
and decision-making were the U.S. and International. Beginning in the second quarter of 2010, our business
management structure was redefined along three geographies: Americas; EMEA (Europe, Middle East, and
Africa); and Asia Pacific. Additional information required by this item is incorporated herein by reference to
Note 13—“Segments” of the Notes to the consolidated financial statements, which appears in Part II, Item 8 of
this Annual Report on Form 10-K.
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