Yahoo 2014 Annual Report Download - page 14

Video Advertising. Yahoo Video provides brands with a full set of solutions for reaching their target
audience at scale with digital video ads across both Yahoo and leading ad exchanges. Anchored by
Yahoo’s award-winning original programming and world-class partner content, Yahoo Video
connects brands to their target audience at scale through a complete set of advertising opportunities
including video channels, video programs, audience targeting, branded entertainment, and live
events with ad placements that occur before, during, and after a video rolls. Additionally, Yahoo
connects programmatically to all of the leading exchanges, offering advertisers additional scale and
reach.
Ad Platforms
Yahoo Gemini (formerly known as Yahoo Ad Manager) is a simplified powerful marketplace that gives
advertisers direct, hands-on access to Yahoo’s advertising products. Yahoo mobile search ads and
native ads are available through Yahoo Gemini, with a simple user interface that helps advertisers get
ads online in a matter of minutes, with insights and analytics built in.
Yahoo Ad Manager Plus enables larger advertisers to plan, execute and optimize complex display ad
campaigns directly, giving them greater control over the performance of their ads on Yahoo and
third-party programmatic inventory. Yahoo offers managed services through Yahoo Ad Manager Plus
for advertisers who want custom audience definition, richer campaign measurement and insights,
access to exclusive inventory, varied pricing options, and full-service campaign optimization.
APT is an internal ad management platform that handles our owned and operated premium
inventory, sold in a direct, guaranteed fashion.
BrightRoll offers a video demand side platform, ad network and publisher marketplace, enabling the
buying and selling of video inventory across the digital advertising ecosystem.
Flurry offers both sell and buy side platforms, focused in native advertising and mobile application
publishers.
Yahoo Ad Exchange is a platform that enables advertisers to easily target global audiences across
Yahoo Properties, Affiliate sites and other publisher sites on mobile and the Web.
Product Development
Yahoo continually launches, improves, and scales products and features to meet evolving user,
advertiser, and publisher needs. Most of our software products and features are developed internally
by our employees. In some instances, however, we might purchase technology and license
intellectual property rights if the opportunity is strategically aligned, operationally compatible, and
economically advantageous. While it may be necessary in the future to seek or renew licenses
relating to various aspects of our products, we believe based on past experience and industry
practice that such licenses generally could be obtained on commercially-reasonable terms. We
believe our continuing innovation and product development are not materially dependent upon any
single license or other agreement with a third party relating to the development of our products.
Yahoo’s product teams include a broad array of engineering and product talent and support a large
portion of the Yahoo product portfolio and technology infrastructure. Our product teams have
expertise in consumer applications (Web/Mobile), scalable software platforms, information retrieval,
machine learning and science, editorial, networking/communications technologies, and presentation
layer frameworks.
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