Yahoo 2014 Annual Report Download - page 13

text, and to consume media around their interests and passions in the Tumblr Dashboard stream.
Tumblr’s primary form of monetization is native brand advertising to users, primarily through a
variety of ad products based on Tumblr Sponsored Posts (company-sponsored blogs that are
reblogged and shared across Tumblr users.) In addition, Tumblr generates revenue by enabling a
marketplace for the sale of third-party developed blog themes and licensing its real-time feed of
user-generated content.
Advertiser Offerings
As one of the Web’s largest publishers and the owner of leading properties across multiple content
categories, Yahoo provides a canvas of personalized experiences where advertisers can connect with
users in a meaningful way. Yahoo is a digital publisher and advertising technology provider that
enables advertisers to reach their business objectives, from high-impact branding campaigns that
generate awareness among consumers to tactical campaigns that drive specific audiences to action.
We provide a unified approach to digital advertising across search, native, audience, premium
display, and video advertising—across platforms and devices, including mobile and PC. These
products are supported by Yahoo’s technology platform, data and analytical tools, with insights into
the digital habits of more than 1 billion people worldwide.
Search Advertising
The Yahoo Bing Network connects advertisers with an audience of hundreds of millions of users, with
the support of strategic account teams, reporting, analytics, and extensive campaign controls. Yahoo
continues to focus on developing new search ad formats to engage users across devices, including
personalized search retargeting, click-to-call functionality in search ads, sitelink extensions, location
extensions, product ads and more.
Display Advertising
Native Advertising. Enables advertisers to engage their audience across devices and formats on
Yahoo’s network of consumer products and exclusive publishing partners. Yahoo’s native advertising
offerings include Yahoo Stream Ads served within content streams across our media properties and
in Yahoo Mail and within Yahoo Recommends, a personalized content recommendations and native
advertising experience, as well as HD-quality image-rich ads served within native image environments
and slideshows; and Tumblr Sponsored Posts—all powered by Yahoo’s advertising platforms and user
data. Because native ads are a seamless part of a user’s experience, they allow advertisers to connect
with users in a compelling and impactful way, driving awareness and performance.
Audience Targeting. Yahoo Audience Ads allow advertisers to benefit from the deep consumer
relationships Yahoo has with over 1 billion users and connect with their desired audience across
display, video and mobile ads. Yahoo Audience Ads deliver the right messages to the right users
across Yahoo, exclusive publishing partners, and public exchange-traded sites with the scale and
targeting precision of real-time programmatic buying. Yahoo Audience Ads offer data-driven ad
buying, optimized with enhanced analytics. Combining Yahoo’s proprietary user data with
advertiser’s own data and third-party data enables Yahoo to leverage a comprehensive audience
data set and provides a compelling audience buying solution.
Premium Advertising. Yahoo Premium Ads offer a digital advertising canvas for brand and
performance advertisers on the Web. We offer high-impact advertising opportunities on the Yahoo
Homepage; Yahoo’s leading vertical content properties; Yahoo Mail; program sponsorships of major
events; and premium video placements—all with custom integrations, personalization and targeting
that unite advertisers’ brands with consumers’ digital habits.
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