Yahoo 2011 Annual Report Download - page 11

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advertisers in our non-guaranteed marketplace, data providers, technology innovators, and global agencies. In
November 2011, we announced agreements with Microsoft and AOL that will allow ad networks operated by
Yahoo!, Microsoft and AOL to offer each other’s premium non-guaranteed online display inventory to their
respective advertising customers.
We work with high-quality publishers to attract audiences, create engaging experiences, learn insightful
information about the publishers’ audiences and monetize the experiences rendered with a set of application
programming interfaces (“APIs”) and tools for ease of doing business. With this offering, publishers are able to
participate in the Yahoo! Search and Bing Unified Search Marketplaces as well as the Right Media Exchange for
display advertising.
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, agencies, publishers
and designers. We believe that our open platforms enable 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 technical leader.
We host events worldwide to further support our developer community, such as Open Hackdays and Hack U’s
(for universities). Over 4,000 people from 35 countries have attended more than 15 such events, submitting more
than 800 product applications.
Our offerings include:
Yahoo! Developer Network’s (“YDN”) goal is to be the hub for the digital media developer community. The
large and active ecosystem is primarily composed of thousands of independent software vendors, publishers,
advertisers, agencies, and designers. The YDN site allows the community to socialize, build and learn, leveraging
Yahoo!’s platforms, APIs, tools, documentation, support and resources.
Cocktails is Yahoo!’s development platform (made up of Yahoo!’s Mojito and Yahoo!’s Manhattan) for
connected devices, which is built on open industry standards (HTML5, CSS3, Node.JS, JavaScript). Its cross
platform programming environment allows a new class of multi-screen applications with native-like
performance, built with minimal resource usage and maximum speed. Cocktails powers Livestand by making it
simple for publishers to connect audiences with premium content, for advertisers to engage audiences with rich
personalized ads and for developers to quickly build, personalize and modify content.
Yahoo! Query Language (“YQL”) is a simple but powerful 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! User Interface (“YUI”) is a free, open source JavaScript and cascading style sheets (CSS) framework for
building richly interactive Web applications. YUI is provided under a free license and is available on GitHub,
which allows developers to maintain their own versions of the software as well as contribute to its further
development.
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